Author(s): Cardoso, Rita Carina Sobreiro ; Veloso, Cláudia M. ; Sousa, Bruno Miguel
Date: 2022
Persistent ID: http://hdl.handle.net/10198/24041
Origin: Biblioteca Digital do IPB
Subject(s): Desenvolvimento regional; Lealdade; Metro do Porto; Cidadãos; Turistas
In recent years, organisations have shown a growing interest in developing social responsibility (CSR) practices. In parallel, territories seek to promote (to their citizens, visitors and tourists) services that promote satisfaction and loyalty and, consequently, a greater development in regions and community. In this perspective, the present study proposes a new research model to examine how CSR influences the loyalty of Generation Z to Metro do Porto services, as well as, its interaction with service quality, corporate image and customer satisfaction. To answer the research objectives a sample of 149 Generation Z customers was collected and a quantitative analysis was applied through the structural equation model. The results obtained show that CSR and service quality have a direct influence on satisfaction and loyalty of Generation Z to Metro do Porto. Additionally, the results suggest a relationship between regional development and corporate sustainability strategies that integrate social responsibility practices. They emphasize the relevance that social responsibility practices have for companies as a vehicle for customer satisfaction and loyalty, especially Generation Z, to a company. In an interdisciplinary perspective, this study presents contributions to the development of territories and to marketing (public and places).
