The role of service quality in enhancing brand authenticity through the moderation effect of corporate social responsibility (CSR)
The role of service quality in enhancing brand authenticity through the moderation effect of corporate social responsibility (CSR)
Abdul Ghaffar(Public Administration, The University of Karachi, Karachi, Pakistan); Tahir Islam(Faculty of Organization and Management, Silesian University of Technology, Gliwice, Poland); Tomas Kincl(Department of Management, Faculty of Management, Prague University of Economics and Business, Jindrichuv Hradec, Czech Republic); Abdul Hakeem(Public Administration, The University of Karachi, Karachi, Pakistan); Anshuman Sharma(Department of Marketing, College of Business Administration, Ajman University, P. O. Box 346, Ajman, United Arab Emirates (UAE))
33권 3호, 475~494쪽
초록
This paper aims to examine the impact of service quality and corporate social responsibility (CSR) on brand authenticity and determine the moderating effects of CSR on the relationship between service quality and brand authenticity. Survey data was collected from 472 customers of Karachi, Pakistan’s four major medical diagnostic laboratories, through the convenience sampling technique. The quantitative method was used. To collect information from respondents, a self-administered questionnaire is used. We utilized the partial least squares structural equation modeling (PLS-SEM) technique to analyze data. The results show that CSR, service quality, and brand authenticity are related in medical diagnostic and research laboratories. Research findings indicate that service quality and CSR directly and positively impact brand authenticity. In addition, CSR moderates the effect between service quality and brand authenticity. Managers can see corporate social responsibility as an intangible value that goes along with high-quality services and makes medical diagnostic and research laboratory services more authentic.
Abstract
This paper aims to examine the impact of service quality and corporate social responsibility (CSR) on brand authenticity and determine the moderating effects of CSR on the relationship between service quality and brand authenticity. Survey data was collected from 472 customers of Karachi, Pakistan’s four major medical diagnostic laboratories, through the convenience sampling technique. The quantitative method was used. To collect information from respondents, a self-administered questionnaire is used. We utilized the partial least squares structural equation modeling (PLS-SEM) technique to analyze data. The results show that CSR, service quality, and brand authenticity are related in medical diagnostic and research laboratories. Research findings indicate that service quality and CSR directly and positively impact brand authenticity. In addition, CSR moderates the effect between service quality and brand authenticity. Managers can see corporate social responsibility as an intangible value that goes along with high-quality services and makes medical diagnostic and research laboratory services more authentic.
- 발행기관:
- 한국마케팅과학회
- 분류:
- 경영학