Impact of Corporate Social Responsibility, Business Ethics and Corporate Reputation on the Retention of Users of Third-Sector Institutions

Cabrera-Luján, Samuel Leroy; Sánchez-Lima, David Josías; Guevara-Flores, Segundo Alberto; Millones Liza, Dany Yudet; García-Salirrosas, Elizabeth Emperatriz; Villar Guevara, Miluska Maria del Carmen

doi:10.3390/su15031781

Impact of Corporate Social Responsibility, Business Ethics and Corporate Reputation on the Retention of Users of Third-Sector Institutions

Author(s)

Cabrera-Luján, Samuel Leroy

Universidad Peruana Unión

Sánchez-Lima, David Josías

Universidad Peruana Unión

Guevara-Flores, Segundo Alberto

Universidad Peruana Unión

Millones Liza, Dany Yudet

Universidad Peruana Unión

García-Salirrosas, Elizabeth Emperatriz

Universidad Nacional Tecnológica de Lima Sur

Villar Guevara, Miluska Maria del Carmen

Universidad Peruana Unión

Date Issued

17 de enero de 2023

Type

Article

Volume

15

Issue

3

Series/Report No.

Sustainability

Start Page

1781

End Page

1781

DOI

10.3390/su15031781

ISSN

2071-1050

Abstract

Third-sector organizations have achieved an important place in the world due to the multiple social and humanitarian activities they carry out, generating a high impact on society. Maintaining their sustainability basically depends on the retention of their users, but what factor could contribute to this retention? To dispel this question, the purpose of the study is to understand corporate social responsibility (CSR), business ethics (BE) and corporate reputation (CR), and their connections with user retention (RT). Using structural equation analysis (SEM) and non-probabilistic sampling, 501 users of third-sector organizations (199 Uruguay and 302 Peru) were surveyed. The results show a positive and significant impact of CSR on CR, influence of BE on CR, effect of CSR on RT, effect of CR and BE on RT. It is highlighted that CR would have a greater effect on RT and BE, followed by CSR. It is concluded that CR represents a very important and sensitive value at the same time, which is a characteristic that takes a long time to achieve, so it is important to manage it properly, being the one that contributes most to RT.