Theses and Dissertations - UTB/UTPA
Date of Award
5-2014
Document Type
Dissertation
Degree Name
Doctor of Philosophy (PhD)
Department
Marketing
First Advisor
Dr. Mohammadali Zolfagharian
Second Advisor
Dr. Jerome D. Williams
Third Advisor
Dr. Xiaojing Sheng
Abstract
Consumer-centric corporate social responsibility studies have focused on consumer evaluation of CSR perceptions (Stanaland, Lwin, and Murphy 2011) without addressing the consumer’s CSR expectations (e.g. Russell and Russell 2010, Schuhwerk and Lefkoff-Hagius 1995, Sen and Bhattacharya 2001). This discovery motivates this study that utilizes the expectancy confirmation/disconfirmation paradigm (Erevelles and Leavitt 1992; Oliver 1985; Tse and Wilton 1988) to offer novel insights of consumers’ evaluations of CSR information and subsequent consequences in terms of customer satisfaction, referral, purchase intention and willingness to pay premium. Two studies, each with a unique design and sample, were developed to test 13 hypotheses. In Study 1 a scenario-based survey exposed participants to various scenarios that manipulated CSR contributions made by a fictitious company's and compares the contributions made to the industry average (i.e., either "Above" or "Equal To" or "Below" the industry average). In Study 2 a cross-sectional survey design gained insight from current cellular phone customers of actual cellular phone companies. The results of both studies offer support for the value of measuring expectations along with perceptions. These studies also offer support for forward looking measures (i.e., SWF and REF) as justification for the expenses associated with developing, implementing, and communicating CSR activities with various stakeholders. A serendipitous finding common to both studies is the mediating role attribution has on the relationship between expectation confirmation/disconfirmation and satisfaction with the firm. While prior research suggests extrinsic attributions toward would weaken the relationship and intrinsic attributions would strengthen the relationship, no evidence of this relationship was found. Furthermore, both studies report a significantly stronger positive relationship between expectation confirmation/disconfirmation and satisfaction with the firm among respondents with extrinsic attribution compared to those with intrinsic attributions. In light of these findings several managerial and public policy issues are discussed.
Granting Institution
University of Texas-Pan American
Comments
Copyright 2014 Roberto Saldivar. All Rights Reserved.
https://www.proquest.com/dissertations-theses/consumer-evaluation-corporate-social/docview/1673080466/se-2