[논문]The Impact of Corporate Social Responsibilities on Consumer Loyalty in Indonesia : The Moderating Effect of CSR

Budianto, Adrian; Kim, Kyung Tae

doi:10.21219/jitam.2017.24.4.171

The Impact of Corporate Social Responsibilities on Consumer Loyalty in Indonesia : The Moderating Effect of CSR 원문보기

Journal of information technology applications & management = 한국데이타베이스학회지, v.24 no.4, 2017년, pp.171 - 185

Budianto, Adrian (Department of International Trade and Business, Kangwon National University) , Kim, Kyung Tae (Department of Business Administration, Kangwon National University)

Abstract ▼ AI-Helper

This paper tried to examine the effect of the policy on companies' CSR activities and what kind of a role does CSR have in determining Customer Loyalty in Indonesia. This paper is divided into two parts, the first part is designed to find out whether the Indonesian government law has successfully made the companies perform better CSRs. We do this by using the ICGC Index of the companies registered and comparing their scores before and after the implementation of the policy. We will then use the paired sample t-test to find out if there is an increase in the overall scores of the companies and/or only the natural resource-related companies. The result showed an upward trend in the ICGC scores for all the companies which the Indonesian government law is intended to. In the second part, Manfred Schwaiger's components and parameters of corporate reputation was referred and used on Indonesian customers. We asked participants whether they think natural resource-related companies perform better CSRs and then we also tried to find out what factors really affect their loyalty towards companies or brands by conducting Multiple Regression Analysis. From the 4 factors that we have prepared, which consist of Performance, CSR, Quality and Attractiveness, Quality is the most influential towards determining our survey participants' Customer Loyalty. Surprisingly, CSR is insignificant in directly influencing Customer Loyalty. But, our research did find out that CSR does moderate Quality and Performance in their relationship with Customer Loyalty. Meaning that CSR has no effect in a direct relationship but it can increase the effect of Quality and Performance in determining Customer Loyalty. Unfortunately, CSR has no moderating effect in increasing the effect of Attractiveness towards Customer Loyalty.

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가설 설정

In this case it is the performance of companies’ CSR when there was no government policy compared to after the policy was implemented. The Hypothesis is that there should be an improvement in the CSR Index after the law implementation.

제안 방법

In this research, the companies’ CGPI scores will be divided into two section; CGPI scores before the year the CSR law was implemented, and CGPI scores after the year the CSR law was implemented.

대상 데이터

There were over 60 companies participated in CGPI from its implementation in 2001 until 2013. The participants were public companies, private companies, regional and central banks etc. But, according to Miharjo [2008], GCG implementation is costly since companies are required to have independent commissioner, audit committee, transparent accounting information system etc.

이론/모형

The statistical method that this research used is the Paired Sample t-Test. A paired sample t-test is used to determine whether there is a significant difference between the average values of the same measurement under two different conditions.

후속연구

While our paper has explored the influence of individual factors on loyalty, some researchers have investigated the nature of different levels of loyalty. The next step for further research of Customer Loyalty in Indonesia might be in investigating the nature of different levels of loyalty and segmenting the customers into behaviorally or emotionally loyal. To further test the stability of these results, conducting the experiments in a specific company and or by industry differentiation is needed.
But it still has positive moderating effects for the Quality and Performance factors and their relationship with Customer Loyalty. There are not many previous works which have successfully proved or managed to obtain this result (CSR as a moderating factor) and we hope that this might be a good theoretical contribution of our research paper.
The next step for further research of Customer Loyalty in Indonesia might be in investigating the nature of different levels of loyalty and segmenting the customers into behaviorally or emotionally loyal. To further test the stability of these results, conducting the experiments in a specific company and or by industry differentiation is needed. Another limitation in this research is the model which is a bit too simple.
We hoped that our research has contributed practically through the creation of awareness among Indonesian CSR managers and overseas companies who are looking to invest in Indonesia. From the 4 constructed Independent Variable factors of “Quality”, “CSR”, “Performance”, and “Attractiveness”, the factor “Quality” has the highest direct influence in determining Customer Loyalty in Indonesia.

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상세보기
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The Impact of Corporate Social Responsibilities on Consumer Loyalty in Indonesia : The Moderating Effect of CSR 원문보기

Abstract ▼ AI-Helper

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The Impact of Corporate Social Responsibilities on Consumer Loyalty in Indonesia : The Moderating Effect of CSR 원문보기

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