The effect of CSR on consumer behavioral responses after service failure and recovery

• Published in: European business review Vol. 28; no. 5; pp. 583 - 599
• Main Authors: Fatma, Mobin, Khan, Imran, Rahman, Zillur
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Group Publishing Limited 08-08-2016
• Subjects: Bias; Consumer attitudes; Consumer behavior; Customer relations; Customer satisfaction; Customer services; Failure; Hotels & motels; Hypotheses; Loyalty; Perceptions; Quality of service; Recall; Retention; Social responsibility; Structural equation modeling; Studies; Service recovery; CSR; Service failure; Customer satisfaction
• ISSN: 0955-534X; 1758-7107
• DOI: 10.1108/EBR-11-2015-0134

Purpose
This paper aims to examine the interconnection between the consumer perceived corporate social responsibility (CSR) and its effect on the post-recovery satisfaction and loyalty after service failures.
Design/methodology/approach
An intercept survey has been conducted during June to August, 2015, in the Delhi NCR area of India. The respondent to the survey includes the hotel customers who have experienced the service failure in the previous one year. The convenience sampling method has been used with the structured questionnaire. To test the proposed model, structural equation modeling is applied.
Findings
The finding of the present study provides the empirical evidence of the existence of a relationship between perceived CSR and customer post-recovery satisfaction and loyalty influenced by trust.
Research limitations/implications
The present study has suffered from the recall biases in the survey data. Although the responses were gathered from respondents on the basis of their actual service recovery experience in the preceding year, recall bias may have influenced the responses. The present study highlights a salient role of CSR initiatives, wherein managers can understand the influence of perceived in CSR and analyze the service recover encounters and ensure that recovery process improves the customer perception of CSR.
Originality/value
This study reinforces the significance of consumer perceived CSR and its effect on post-recovery satisfaction and loyalty after service failures.