Patience for Social Cause: How Perceived Variables of Philanthropy Influence Consumer’s Patience During Delayed Delivery While Spiritual Satisfaction Mediates

Abstract

The limitation of the resources is an undeniable truth, whether the resources are natural or unnatural, even inside the haven of the market or under the planet's surface. But for competitive advantages businesses must satisfy their consumers and must be able to meet their required needs. In the 21st Century the consumer wants fast and rapid delivery, although, for businesses, it may cost heavily. To overcome this issue the discount on delayed delivery has been used by businesses for years and still now that is an individualistic approach of benefit on both sides. The paper's objective is to give another solution to this problem with a centre on the social cause or good, not merely for the benefit of the individual or business. For this, the perceived variable of philanthropy (value, impact & trustworthiness) is examined to understand their influence on the patience of consumers on delayed delivery based on social exchange theory while the relationship of spiritual satisfaction mediates. The sample size of 384 respondents is collected online and the Smart PLS 4 structural equation modelling technique is applied to the hypotheses which are constructed by going through the existing literature. The results showed that the perceived value of philanthropy, perceived impact of philanthropy, and perceived trustworthiness of philanthropy positively influence the consumer to practice patience when delivery is delayed. Moreover, spiritual satisfaction only intervenes in the relationship between the perceived trustworthiness of philanthropy and the patience of consumers on delayed delivery. Furthermore, the paper gives the precautions to secure consumers from fraudulent businesses.