Toshmirzaev Davron, Ahn Young-Joo, Kiatkawsin Kiattipoom, Sutherland Ian, Zielinski Seweryn
The College of Hospitality and Tourism Management, Sejong University, Seoul, South Korea.
Business Communication and Design, Singapore Institute of Technology, Singapore, Singapore.
Front Psychol. 2022 Oct 13;13:1022835. doi: 10.3389/fpsyg.2022.1022835. eCollection 2022.
The purpose of this study is to examine the relationships among CSR activities, brand trust, supportive communication intention, and brand loyalty in a halal restaurant franchise. This study attempts to understand the brand loyalty formation among foreigners visiting a halal ethnic restaurant franchise in South Korea. This study can contribute to the body of empirical evidence showing that CSR activities for different stakeholders can increase brand loyalty mediated by trust. Data were collected from an online survey platform, and visitors were recruited in one of the largest halal franchise restaurants in Korea. This study used a convenience sampling technique, and 225 questionnaires were used for final analysis. Structural equation modeling was likewise used in this research. The results reveal that CSR activities include four constructs: for communities, employees, the environment, and customers. These four dimensions reflect voluntary activities for core stakeholders and are positively associated with enhancement of trustful relationships between customers and restaurants. Among four CSR dimensions, CSR activities to employee are the most influential dimension, followed by CSR to community and to environment. However, the insignificant effect of CSR activities to customers on trust is found. Furthermore, trust positively influences supportive communication intention and brand loyalty. The proposed model of this present study can shed light on how to enhance brand loyalty and sustain trustful and emotional value of an ethnic restaurant franchise. The results can provide important implications for planning CSR engagement from a practical and managerial perspective in the restaurant industry.
本研究的目的是考察清真餐厅特许经营中企业社会责任活动、品牌信任、支持性沟通意图和品牌忠诚度之间的关系。本研究试图了解访问韩国清真民族餐厅特许经营店的外国人的品牌忠诚度形成情况。本研究有助于提供实证证据，表明针对不同利益相关者的企业社会责任活动可以通过信任来提高品牌忠诚度。数据通过在线调查平台收集，调查对象是韩国最大的清真特许经营餐厅之一的顾客。本研究采用便利抽样技术，最终分析使用了225份问卷。本研究同样采用了结构方程模型。结果显示，企业社会责任活动包括四个维度：社区、员工、环境和顾客。这四个维度反映了针对核心利益相关者的自愿活动，并与增强顾客与餐厅之间的信任关系呈正相关。在企业社会责任的四个维度中，对员工的企业社会责任活动是最具影响力的维度，其次是对社区和环境的企业社会责任。然而，对顾客的企业社会责任活动对信任的影响不显著。此外，信任对支持性沟通意图和品牌忠诚度有积极影响。本研究提出的模型可以阐明如何提高品牌忠诚度以及维持民族餐厅特许经营的信任和情感价值。研究结果可以为餐饮行业从实践和管理角度规划企业社会责任参与提供重要启示。
