Evaluating the Impact of a Corporate Social Responsibility Program on Member Trust and Loyalty in a Tennis Club: A Pre- and Post-Intervention Study

This study examined the effect of a Corporate Social Responsibility (CSR) environmental intervention program on members’ perceptions of economic, social, and environmental responsibility, as well as trust and loyalty, in a tennis club. It further explored whether membership duration influenced these perceptions, with a focus on environmental initiatives. A three-month intervention focusing on environmental initiatives was carried out, involving 250 tennis club members who completed a questionnaire on social, environmental, and economic dimensions before and after the intervention. Data were analyzed using non-parametric tests and repeated measures ANOVA. The findings indicated a significant improvement in perceptions of environmental responsibility, highlighting the effectiveness of targeted CSR environmental intervention. However, perceptions of economic and social responsibility, as well as trust, remained unchanged. Loyalty was negatively affected. Contrary to the literature, membership duration did not significantly influence CSR perceptions. These results emphasized the importance of designing and effectively communicating CSR initiatives that resonate with member priorities. Sports organizations can leverage such environmental intervention programs to improve their image and align with societal values. However, to foster trust and loyalty, CSR efforts across multiple dimensions are necessary. This study contributes to the literature on CSR in participatory sports by demonstrating the measurable impact of environmental interventions and providing a framework for future CSR program development and evaluation in similar settings.