The Moderating Role Of Corporate Image In The Relationship Between Corporate Social Responsibility On Customer Trust And Perceived Value

  • Sri Widyastuti, Sudarmin P, Bayu Retno W, Jumadil Saputra

Abstract

As seventh-highest economic growth, Indonesia is becoming the one of the preferred investment destinations in Asian. Therefore, numerous issues are occurring from its investment activities. One of them is to create and improve customer trust and perceived value.  Thus, the purpose of this study is to examine the role of corporate image as a moderating variable in the relationship between corporate social responsibilities in improving customer trust and creating customer perceived value in commuter line train service, Indonesia. The design of this study is quantitative (explanatory research) that aims to analyze the causal relationship among variables (corporate social responsibility, corporate image, customer trust and perceived value). A total of 400 passengers of the commuter line train participated in this study and collected using convenience sampling. The data analyzed using structural equation modeling (VBSEM/ Partial Least Square) and performed by SmartPLS 3.0. The result of data analysis showed that corporate social responsibility has a significant relationship on customer trust and perceived value. Also, this study found that the corporate image moderates the relationship between corporate social responsibility and customer trust. Also, the corporate image does not moderate the relationship between corporate social responsibility and customer perceived value. The outcome of this study expected can give managerial implications to public companies in improving their quality services through the corporate image.

Published
2020-05-16