Work

The effect of corporate social responsibility on customer engagement and citizenship behavior

Year: 2024

Type: article

Abstract: Due to the hybrid‐competitive market and the economic crisis, consumers are more ethically concerned about companies failing to adhere to environmental and human rights standards. Thus, companies have implemented corporate social responsibility (CSR) initiatives to improve their ethical performance and establish the groundwork for sustainable growth and competitive advantage. Relationship marketing orientation (RMO) contributes to strengthen customers relationships and value co‐creation. Drawing from the stakeholder theory, this study aims to examine how CSR initiatives, that is, customer‐oriented and employee‐oriented, affect customer participation behavior (CPB) and customer citizenship behavior (CCB) in the banking sector. The main findings highlight a significant correlation between the CSR initiatives and customer value co‐creation behavior. Finally, by triangulating CSR, RMO, and value co‐creation, this study aims to provide more insights on RMO and CSR strategies for academicians and practitioners.

Source: Corporate Social Responsibility and Environmental Management

DOI: 10.1002/csr.2960

Authors: Muhammad Mubushar, Roberto Cerchione, Shahid Rasool, Piera Centobelli, Mariarosaria Morelli

Institutions: University of Sargodha, Parthenope University of Naples, University of Technology Malaysia, University of Naples Federico II

Language: English

Topic: Corporate Social Responsibility Reporting

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,900

OpenAlex ID: W4402562488

FWCI: 7.557

Cites: 141

Cited by: 22

Related to: 10