International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 4
Available Online: 15 August 2023
Author/s:
Shen, Xiaoxia
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (408866571@qq.com)
Abstract:
This article discusses the effect of a platform’s perceived social responsibility on consumer engagement and whether or not it affects customers’ loyalty to platform enterprises. The social duty of platform firms is specifically identified in this study from three perspectives: legal responsibility, quality responsibility, and responsibility for user behavior norms. Customer satisfaction with platform enterprises is evaluated from cognitive, emotional, and behavioral perspectives. Customer loyalty towards platform enterprises is described from three aspects: repeat purchase, personal preference, and price sensitivity. Investigated are both the major links between platform corporations’ social responsibility and consumer involvement as well as the significant correlation between customer engagement and customer loyalty. Descriptive analysis, correlation analysis, and regression analysis included in this analysis. The outcomes of the quantitative analysis should then be organically merged to produce an integrated framework for the platform-based enterprises’ sustainable growth. Based on the findings, study’s findings, platform firms’ social responsibility and customer engagement are significantly correlated, meaning that the more socially responsible a platform company is, the more satisfied its customers will be. Customer engagement and loyalty have a strong correlation, which suggests that the stronger the customer engagement, the greater the consumer loyalty. Additionally, it demonstrates that platform firms’ social responsibility and customer loyalty have a very positive correlation, meaning that the more socially responsible a platform company is, the more loyal its consumers will be.
Keywords: platform enterprise, corporate social responsibility, customer engagement, customer loyalty, customer relationship model
DOI: https://doi.org/10.5861/ijrsm.2023.1042
Cite this article:
Shen, X. (2023). Corporate social responsibility, customer engagement and customer loyalty: Basis for sustainable development of platform enterprises. International Journal of Research Studies in Management, 11(4), 105-117. https://doi.org/10.5861/ijrsm.2023.1042