Does Corporate Social Responsibility Influence Customer Loyalty in the Taiwan Insurance Sector? The role of Corporate Image and Customer Satisfaction
Abstract
This study aims to investigate the impact of corporate social responsibility on customer loyalty, and examines the role of corporate image and customer satisfaction. The empirical results indicate a positive effect of economic and legal corporate social responsibility on customer loyalty, as well as a partial mediating effect of customer satisfaction between corporate social responsibility and customer loyalty. Moreover, this study identifies the moderating effect of corporate image between corporate social responsibility and customer loyalty. The results of this study are useful to the life insurance sector for enhancing their customer loyalty and service marketing strategy.
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Inertia affects customers' evaluations of alternatives, and customers with higher inertia do not consider alternative service providers even when they are dissatisfied.
“Thus, inertia has an impact on customer’s evaluations of alternatives and the customers prone to higher levels of inertia do not consider choosing alternative service providers even when they are dissatisfied (Lee 2019).”
From Health insurance policy renewal: an exploration of reputation, performance, and affect to understand customer inertia (2022) · cites this paper as Lee 2019
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- Authors
- Lee, C.-Y.
- Affiliations
- National Taichung University of Science and Technology (TW)
- Corresponding author
- Lee, Chen-Ying
- ORCID
- Lee, Chen-Ying
- Venue
- Journal of Promotion Management
- Publisher
- Informa UK Limited
- Published
- 2018-01-31
- Volume
- 25
- Issue
- 1
- Pages
- 43-64
- ISSN
- 1049-6491 (ISSN-L)
- 1540-7594
- OpenAlex
- W2791284693
- Cited by
- 90
- References
- 90
- Citations by year
- 2026: 2 · 2025: 10 · 2024: 13 · 2023: 21 · 2022: 16 · 2021: 18 · 2020: 8 · 2019: 2
- FWCI
- 11.58
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Promotion Management (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Social Responsibility Reporting
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Corporate Social Responsibility and Sustainability
- Keywords
- corporate social responsibility, customer loyalty, corporate image, customer satisfaction, life insurance, insurance industry, mediating effect, moderating effect, service marketing strategy, Taiwan
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