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The purpose of the current study was to comparatively estimate, for generation X and generation Y, the impact of corporate environmental and social responsibility on customer loyalty, via customer–company identification and customer satisfaction as mediators. For this, a survey was conducted among a sample of telecom customers, comprising 445 members of generation X, and 601 of generation Y. Data were analyzed using partial least squares structural equation modeling and multigroup analysis. Results revealed that the impact of corporate environmental responsibility on customer loyalty is significantly higher within generation Y, while the social facet of corporate responsibility is more relevant for customers from generation X. The current study contributes to the literature by developing and testing, within multiple generational groups, a theoretical model which outlines the links between environmental and social responsibility and customer outcomes. As these relationships have been scarcely analyzed in the context of age cohort membership as a moderator, our study fills an important literature gap, emphasizing significant differences between generations X and Y. The findings have relevant implications for the effective communication of corporate environmental and social responsibility activities, providing important insights on how messages and communication channels should be adapted to generations X and Y as target audiences.
Ovidiu-Ioan Moisescu; Oana-Adriana Gică. The Impact of Environmental and Social Responsibility on Customer Loyalty: A Multigroup Analysis among Generations X and Y. International Journal of Environmental Research and Public Health 2020, 17, 6466 .
AMA StyleOvidiu-Ioan Moisescu, Oana-Adriana Gică. The Impact of Environmental and Social Responsibility on Customer Loyalty: A Multigroup Analysis among Generations X and Y. International Journal of Environmental Research and Public Health. 2020; 17 (18):6466.
Chicago/Turabian StyleOvidiu-Ioan Moisescu; Oana-Adriana Gică. 2020. "The Impact of Environmental and Social Responsibility on Customer Loyalty: A Multigroup Analysis among Generations X and Y." International Journal of Environmental Research and Public Health 17, no. 18: 6466.
This paper investigates how customer loyalty can be enhanced by improving customers’ perceptions of corporate fairness towards public authorities, taking into account the mediating role of customer-company identification, in a multi-sectorial context, in a developing country in Central and Eastern Europe. The investigation is conducted comparatively within four main industries (telecom services, retail banking services, dairy products and personal care products) and depicts the particular impact these perceptions have on customer loyalty in each domain, with practical implications concerning corporate social responsibility (CSR) communications. A consumer survey was designed and implemented among a sample of 1464 customers from Romania. The collected data was analyzed by means of partial least squares structural equation modeling (PLS-SEM). We found that customers’ perception of corporate fairness towards public authorities has a significant and positive impact on customer loyalty in all investigated industries, both directly and indirectly via customer-company identification, with a higher impact for services, especially for retail banking services.
Ovidiu I. Moisescu; Oana A. Gică; Victor O. Müller; Camelia Ancuța Müller. Can Corporate Fairness towards Public Authorities Enhance Customer Loyalty? A Multi-Sectorial Investigation in a Developing Country. Sustainability 2019, 12, 187 .
AMA StyleOvidiu I. Moisescu, Oana A. Gică, Victor O. Müller, Camelia Ancuța Müller. Can Corporate Fairness towards Public Authorities Enhance Customer Loyalty? A Multi-Sectorial Investigation in a Developing Country. Sustainability. 2019; 12 (1):187.
Chicago/Turabian StyleOvidiu I. Moisescu; Oana A. Gică; Victor O. Müller; Camelia Ancuța Müller. 2019. "Can Corporate Fairness towards Public Authorities Enhance Customer Loyalty? A Multi-Sectorial Investigation in a Developing Country." Sustainability 12, no. 1: 187.
Purpose According to the United Nations World Tourism Organisation, sustainable tourism is a form of tourism that meets the needs of present tourists and host regions while protecting and enhancing the opportunity for the future. It is an industry that aims at having a low impact upon the environment and local culture, generating income and employment, and ensuring the conservation of local ecosystems. The aim of this paper is to examine the ways in which the development and promotion of a new tourism product based on unique rural heritage and traditions contribute to the development of sustainable tourism strategies in Romania. Design/methodology/approach This paper includes a literature review on the topic of sustainable tourism in post-conflict destinations and provides arguments for the adoption and development of sustainable tourism. Using a case study methodological approach, this paper provides an example of a sustainable tourism destination from the Central development region of Romania (Alba County, Transylvania) to depict specific sustainable tourism practices and their impact on the place, in a post-communist and post-conflict context. The study uses a comprehensive desk-research based on secondary data from key industry and academic sources. Findings The research findings show that rural tourism can greatly support the (re)development of post-conflict destinations, and it makes a significant contribution to the sustainable development of the Romanian tourism industry, in general, and rural economies in particular, as shown in the case examined in this paper. Practical implications This paper illustrates that fostering the unique rural heritage and traditions of a post-conflict destination can contribute to the revival and sustainable development of the place. Sustainable tourism practices contribute not only financially to a destination but also to its social infrastructures, jobs, nature conservation, adoption of new working practices and the revitalisation of passive and poor rural areas. Originality/value This paper examines and depicts rural tourism development as an innovative and sustainable strategy for Romania, a post-conflict destination that experienced severe political and social turmoil during the communist regime, and ethnic conflicts and violent events in the 1990s. The research findings may be applicable to other geographic regions and post-conflict destinations with similar contexts.
Monica Maria Coroş; Oana Adriana Gică; Anca C. Yallop; Ovidiu Ioan Moisescu. Innovative and sustainable tourism strategies. Worldwide Hospitality and Tourism Themes 2017, 9, 504 -515.
AMA StyleMonica Maria Coroş, Oana Adriana Gică, Anca C. Yallop, Ovidiu Ioan Moisescu. Innovative and sustainable tourism strategies. Worldwide Hospitality and Tourism Themes. 2017; 9 (5):504-515.
Chicago/Turabian StyleMonica Maria Coroş; Oana Adriana Gică; Anca C. Yallop; Ovidiu Ioan Moisescu. 2017. "Innovative and sustainable tourism strategies." Worldwide Hospitality and Tourism Themes 9, no. 5: 504-515.