An impetus for the research paradigm of corporate citizenship and customer loyalty: imprints from scale construction

Abstract

PurposeThe purpose of this research is to construct a logical, consistent and validated instrument to appraise the effect of corporate citizenship on customer loyalty, all-inclusive of possible factors.Design/methodology/approachTo attain this intent, a literature review is organized at the onset and then statements are created, improved and confirmed. In total, 384 customer-filled forms have been analyzed in parts, initially with exploratory factor analysis (EFA) and thereafter with confirmatory factor analysis (CFA).FindingsEFA outcomes obtain 26 items and three dimensions: corporate citizenship and customer acquisition, corporate citizenship and customer inclination, and corporate citizenship and customer patronization. The comprehensiveness, solidness, and judiciousness of the same have been tested by CFA.Research limitations/implicationsThis investigation would function as an impetus that can further evolve the empirical paradigm of corporate citizenship and customer loyalty by significantly impacting theory and practice.Practical implicationsIt presents the pragmatic perspectives of customers about modern-age citizenship endeavors for marketers, thus attuning their socially responsible marketing movements with upright citizenship actions.Originality/valueSince the discipline of corporate citizenship has received inadequate empirical understanding from the marketing outlook, possibly because of the lack of a confirmed and consistent instrument from the customers' angle, this developed scale can fill up that space.