Corporate social responsibility as a determinant of long-term orientation

Translated title of the contribution: Corporate social responsibility as a determinant of long-term orientation

Minseong Kim, Lori Pennington-Gray, Jihye Kim

Research output: Contribution to journalArticlepeer-review

13 Scopus citations


Predictors for developing long-term orientation are of great interest to researchers and practitioners in the franchise industry since long-term orientation is a significant driver of success. The current research investigated the impact of congruity between a franchisee’s values and its franchisor’s corporate social responsibility (CSR) initiatives as well as the influence of ethical value on the franchisor–franchisee relationship. Also, this study examined the interrelationships among CSR activities, trust, and satisfaction, which then ultimately resulted in long-term orientation to the franchisor. Empirical findings indicated that value relevance and ethical value significantly influenced CSR activities which enhanced trust and two aspects of satisfaction (i.e. economic and non-economic). Also, trust significantly affected long-term orientation as well as two dimensions of satisfaction. Lastly, long-term orientation was significantly affected only by economic satisfaction. This study provides greater insights into long-term relationships in the franchise industry.

Translated title of the contributionCorporate social responsibility as a determinant of long-term orientation
Original languageEnglish
Pages (from-to)243-267
Number of pages25
JournalService Industries Journal
Issue number3-4
StatePublished - Mar 11 2020

Bibliographical note

Publisher Copyright:
© 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group.


  • Ethical value
  • corporate social responsibility
  • long-term orientation
  • satisfaction
  • trust

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation


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