Article Preview
TopI. Introduction
For many decades, studies focused on defining and highlighting the importance of corporate social responsibility (CSR) (Choi et al., 2017; Luu, 2017). For marketers, CSR is valued as an important marketing tool that grants a useful interaction and valuable connection between the service providers and their customers (Singh et al., 2008) due to its effect on consumer behavior. Other scholars highlighted the role and importance of CSR in building or enhancing the brand (Kang & Namkung, 2017), firm performance (Wang et al., 2015), and brand equity with the aim of supporting the firm’s positive image in retaining existing customers, in addition to trying to attract new ones (Kang & Namkung, 2017).
Researchers (e.g., Fatma & Rahman, 2016; Nyadzayo & Khajehzadeh, 2016) explored the correlation between CSR and loyalty. Werther and Chandler (2005) declared that corporate social responsibility has a straight and direct influence on customer loyalty. Whereby, Salmons et al. (2005) did not conclude a direct association between social responsibility and loyalty. Furthermore, CSR has a variety of measurements, thus it is fundamental to evaluate each component of CSR to assess the way it will be perceived by customers (Maignan & Ferrell, 2001). However, Aljarah and Ibrahim (2020) request scholars to examine the effect of each of the dimensions of CSR (economic, ethical, legal, and social) on attitudinal and behavioral loyalty.
Recent studies (Farrukh et al., 2019; Waheed & Yang, 2019) propose that researchers must advance their studies and investigations in order to validate the findings and significance of CSR initiatives within different angles. The value of the current study could also be cherished based on the various requests made by current research. For example, Enzgizek and Yasin (2017) highlighted the importance of exploring the impact of CSR on customer attitudinal and behavioral outcomes, notably in the service sector. Thus, our study addresses this gap in the CSR literature with respect to the buying behavior of consumers and attitudes toward the organization.
In addition, scarce research focused on CSR initiatives in the developing countries, particularly for the middle east countries. Specifically, CSR accomplishment in Lebanon is still very narrow and adopted by few organizations, in specific fields. Thus, there is a significant lack of consciousness about CSR in Lebanese corporations and this fact will negatively affects company’s competitiveness, profitability, and sustainable growth (CSR Lebanon, 2018). Especially that Lebanon and Lebanese communities are calling for a safer, cleaner, and healthier environment to live in. Firms are no longer allowed to operate as isolated entities without taking into account the effects and consequences of their actions on the society and environment in which they operate. Thus, firms are invited to acknowledge their responsibility toward all their stakeholders by supporting the welfare of all the society, and not just focusing on profit maximization to satisfy their shareholders’ needs (Hejase et al., 2012).