The importance of CSR in forming customer-company identification and long-term loyalty

摘要

Purpose - Promoting customer-company identification (CCI) has become a crucial relationship marketing strategy for service firms. The purpose of this study is to examine how customers' perceptions of service quality and corporate social responsibility (CSR) affect CCI over time. More importantly, a comparative analysis is conducted to compare the long-term effectiveness of service quality versus CSR in forming CCI.