This research quantifies the mediating effects of consumer satisfaction on the social responsibility dimensions of philanthropy, economics, environmental, ethical, and legal regarding the behavioral outcomes of consumer loyalty while developing a new model (small business social responsibility, SBSR) to measure these effects. The purpose of current study is to provide a contemporary perspective of the influence of organizational social responsibility strategy on consumer behavior regarding three specific characteristics: enterprise size (small business), population demographic (Generation Z), and type of industry (restaurant industry). The questionnaire was developed, modified, and designed to measure the mediating effects of consumer satisfaction on SBSR initiatives and the behavioral outcomes of consumer loyalty. Data were collected from January 15 to March 15, 2022. The sample for this study consisted of 233 students from a large public university in the southwestern United States. The study found social responsibility initiatives do impact consumer behaviors, although not all the initiatives studied had a significant effect on consumer satisfaction and ultimately on consume loyalty. Environmental initiatives had the strongest significance levels on both consumer satisfaction and consumer loyalty. Conversely, the initiatives of economics and legal had no significant influence of both consumer satisfaction and consumer loyalty. The study gave evidence that managers should expect higher consumer behavior levels if they invest in social responsibility intiatives, especially environmental initiatives. As well, the study developed a model for future research which can measure and identify the social responsibility initiatives which small businesses can utilize to influence consumer behaviors.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc1986755 |
| Date | 08 1900 |
| Creators | Holladay, Travis John |
| Contributors | Kim, Young Hoon, Spears, Daniel L, Johnson, Karen R |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Holladay, Travis John, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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