Corporate social responsibility as a determinant of long-term orientation

摘要

Predictors for developing long-term orientation are of great interest to researchers and practitioners in the franchise industry since long-term orientation is a significant driver of success. The current research investigated the impact of congruity between a franchisee's values and its franchisor's corporate social responsibility (CSR) initiatives as well as the influence of ethical value on the franchisor-franchisee relationship. Also, this study examined the interrelationships among CSR activities, trust, and satisfaction, which then ultimately resulted in long-term orientation to the franchisor. Empirical findings indicated that value relevance and ethical value significantly influenced CSR activities which enhanced trust and two aspects of satisfaction (i.e. economic and non-economic). Also, trust significantly affected long-term orientation as well as two dimensions of satisfaction. Lastly, long-term orientation was significantly affected only by economic satisfaction. This study provides greater insights into long-term relationships in the franchise industry.