Resumo
Este artigo analisa os efeitos da percepção da Responsabilidade Social Corporativa (RSC) na confiança; e os efeitos desta na fidelidade dos consumidores durante a contingência sanitária devida à COVID-19. Um modelo de equações estruturais baseado em variâncias é estimado, utilizando uma amostra de 72 consumidores. Os resultados mostram que as ações de RSC aumentam a confiança e, por sua vez, a confiança tem um impacto positivo na lealdade. A originalidade deste estudo está na forma de identificar os consumidores fiéis, uma vez que foram considerados os níveis de fidelidade anteriores à análise, de modo que foram considerados apenas os consumidores que declararam comprar no mesmo estabelecimento antes e durante a contingência sanitária, fornecendo uma melhor aproximação ao fenômeno estudado.
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Copyright (c) 2022 Lucirene Rangel Lyne, José Ignacio Azuela Flores, Magda Lizet Ochoa Hernández