Relevant studies have called for further research to investigate relevant mediator variables in CSR-customer outcome relationships (Walsh and Bartikowski 2013b).
Although transparency is not generally considered a variable, as Gutierrez-Nieto and Serrano-Cinca (2010) suggest, such extension is meaningful because previous studies were limited to the exploration of the impact of service quality on CSR, CSR by itself (de Leaniz and del Bosque Rodríguez 2015), and the impact of CSR (Su et al. 2015a) on customer loyalty within the hospitality context.
Second, by meeting justice needs of customers, CSR is likely to increase customer satisfaction.
Luo and Bhattacharya (2006) discovered that in firms that are less innovative in nature, CSR may decrease customer satisfaction levels and ultimately reduce the firm's financial returns.
Lozano (2015) held that external drivers for CSR include reputation, customer demands and their expectations, as well as regulation and legislation.
Regarding our empirical results, a nominal comparison of the effects of distinct CSR types on customer satisfaction indicates consistently for both industry contexts that ethical behavior has the strongest effect, followed by recycling convenience and eco-friendly behavior.
Fifth, our results show that CSR practices indirectly influence customer loyalty through customer satisfaction (H2).
It has sued four of CSR's top customers - the mobile phone companies Matsushita, Samsung, Nokia and Panasonic - for using the chips in handsets sold in the US.
Additionally, researchers have identified stakeholders who are often targeted in CSR reporting, including customers, employees, shareholders, suppliers, competitors, and society (Capriotti & Moreno, 2007; Maignan & Ralston, 2002; Snider, Hill, & Martin 2003).
Based on statistically significant results, the paths of CSR and transparency to customer trust and, in turn, to customer loyalty were very clear.
