Corporate Social Responsibility, Attribution, and Customer Satisfaction: New Findings from the Expectancy Confirmation/ Disconfirmation Paradigm

摘要

Peloza and Shang (2010) advise that managers and scholars should gain a better understanding of how consumers evaluate corporate social responsibility (CSR) messages since consumers are the drivers for all CSR activities in the company (Kotler 2011). This request for more research is partly due to the fact that our understanding of consumer responses to CSR, as of now, is mostly a component of social identity theory (Stanaland, Lwin, and Murphy 2011) and evaluations of CSR perceptions. Which in turn has led to the absence of any interest in consumer CSR expectations. Given that scholars (e.g., Luo and Bhattacharya 2006) have made strong arguments for using satisfaction with the firm as justification for CSR contributions, it should then be a priority for scholars to understand how consumer CSR expectations influence satisfaction with the firm given that this is the standard practice in satisfaction literature. Yet, to the best of the author's knowledge, no study has empirically measured consumer CSR expectations and CSR perceptions in a single CSR study. Therefore we argue that incorporating the expectancy confirmation/disconfirmation paradigm in a CSR context may lead to new and valuable insights.