The Mediating Role of Trust in the Relationships Between Csr and Customer Behavior: an Empirical Study of Starbucks in Thailand
Year: 2019
Type: article
Study design: Observational Study
Abstract: The purpose of this study was to examine the mediating role of trust in the relationships between CSR and customer behavior like willingness to pay price premium and customer loyalty in case of Starbucks in Thailand. A quantitative research method was carried out to test the proposed hypotheses. Data were collected through questionnaires with 203 respondents. Structural equation modeling (SEM) with a two-step approach was employed to assess the test of causal relationships among the constructs. The findings confirmed three of five hypothesized relationships in expected direction. Interestingly, the direct impacts of CSR to customer behavior, in this case willingness to pay price premium and customer loyalty, were not significantly supported. Specifically, the results demonstrated that trust significantly had the fully mediating role in the relationships between CSR and customer behavior comprising willingness to pay price premium and customer loyalty. Keywords: Trust, Corporate social responsibility, Willingness to pay price premium, Customer loyalty, Starbucks
Authors: Chaimankong, Benjarut, Chaimankong, Mayookapan, Phinichka, Natthapong, Siridej, Praoranuj
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3034923932