The relationship between corporate social responsibility and the intention to visit in Shopping Center
DOI:
https://doi.org/10.22579/23463910.1199Keywords:
Market, business, consumer, responsibility, image, commercialAbstract
Problem. Corporate Social Responsibility (CSR) plays a key role in management, business, and marketing by improving the quality of life in local communities, promoting environmental sustainability, and optimizing business competitiveness. In this context, research has been conducted to analyze the perception of CSR and its relationship with visit loyalty in a shopping mall in Bogotá, aiming to demonstrate the existence of CSR perception and its relationship with consumer visit loyalty to this commercial format. Objectives. Based on the confirmation of the CSR perception factor, the primary objective is to analyze its relationship with visit loyalty in a well-known shopping mall in Bogotá. Materials and Methods. The study employed a quantitative approach with descriptive and correlational data analysis. A survey was conducted with 300 in-situ consumers to measure CSR perception and visit loyalty. Data analysis was performed using exploratory factor analysis and correlations with the Spearman's Rho test. Results. The results confirm the existence of two latent factors: CSR perception and visit loyalty. Additionally, the findings suggest significant correlations between CSR perception and visit loyalty, with a stronger positive relationship in visit recommendation than in visit frequency. Discussion. The findings suggest that CSR perception and visit loyalty are related. The discussion highlights how consumers value the positive impact of the shopping mall on the community and its management, which reinforces their willingness to recommend it. Conclusions. This research demonstrates how CSR initiatives and perception can enhance consumer loyalty in shopping malls. Specifically, it shows that consumers who perceive the mall as having significantly contributed to improving their environment and community are more likely to speak positively about the mall, reflecting a stronger relationship with loyalty in terms of recommendations or word-of-mouth promotion.
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