CSR and CRM: the impact on purchase intentions

Abstract

Positive word-of-mouth, trust, and satisfaction are important antecedents to consumer purchase intentions. However, the social responsibility activities and the focus of an organisation on their long-term success are also important antecedents of consumer purchase intentions, whereas aggressive attempts to control the decisions of others are not. From this, it appears that each of these theories separately explains a portion of consumer purchase intentions, but, put together, they provide a more holistic account of the process. To understand how each of these influences consumer purchase intentions, QCA is used to analyse data collected from 29 randomly selected companies from the 2013 Fortune 500 List. The core causal conditions that lead to consumer purchase intentions involve the presence of: long-term success, perceived social responsibility, word-of-mouth, satisfaction, and the absence of influence attempts. I contribute to theory by challenging the relationship quality literature by demonstrating that trust does not influence consumer purchase intentions.