The differentiated effects of CSR actions in the service industry

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Title: The differentiated effects of CSR actions in the service industry
Authors: Casado-Díaz, Ana B. | Nicolau, Juan Luis | Ruiz Moreno, Felipe | Sellers Rubio, Ricardo
Research Group/s: Marketing
Center, Department or Service: Universidad de Alicante. Departamento de Marketing
Keywords: Corporate social responsibility | Service firms | Market value | Event study
Knowledge Area: Comercialización e Investigación de Mercados
Issue Date: 2014
Publisher: Emerald Group Publishing Limited
Citation: Journal of Services Marketing. 2014, 28(7): 558-565. doi:10.1108/JSM-07-2013-0205
Abstract: Purpose – The purpose of this study is to attempt to explain why the impact of Corporate Social Responsibility (CSR) initiatives may be different and/or more important in service firms compared to manufacturing firms. CSR is becoming a common strategy, hence its extensive research. Central to it is the analysis of the effect of CSR on a firm’s performance, whose outcome depends on firm-specific and industry-related factors. Design/methodology/approach – The event study methodology is applied to all the 248 companies that have ever traded on the Spanish Stock Market between 1990 and 2007. A regression analysis examines potential different effects of CSR on service and goods firms. Findings – The results show that CSR activities have a positive impact on firm performance that is higher for service firms than for manufacturing firms. Actions related to the environment, responsible labor relationships and good corporate governance are especially important in the service context. Research limitations/implications – This research is focused on shareholders’ performance, but it does not consider other stakeholders, such as real consumer behavior or employees’ commitment and productivity. Practical implications – Service firms are likely to gain from focusing on some CSR activities (environment, employees and good corporate governance) and should use their responsible behavior as a valuable tool for public relations and differentiation in the market. Originality/value – This article is the first attempt to empirically test and explain why the relationship between CSR and firm performance may be different (more positive) for service vs manufacturing firms.
Sponsor: The authors would like to thank the Spanish Ministry of Science for financially supporting this research under Contract No. ECO2008-05487.
ISSN: 0887-6045 (Print) | 2054-1651 (Online)
DOI: 10.1108/JSM-07-2013-0205
Language: eng
Type: info:eu-repo/semantics/article
Rights: This article is © Emerald Group Publishing and permission has been granted for this version to appear here Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Peer Review: si
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Appears in Collections:INV - MKT - Artículos de Revistas
INV - SOC-INNOVA - Artículos de Revistas

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