nach oben

Service Business

Erschienen in:

14.11.2023 | Empirical article

Doing good for good: how does corporate social responsibility drive customer citizenship behavior? The mediation of engagement, trust, and identification

verfasst von: Shih-Hao Wu, Stephen Chi-Tsun Huang, Ching-Yi Daphne Tsai, Yu-Xuan You

Erschienen in: Service Business | Ausgabe 4/2023

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

How firms’ doing “good” inspires customers to do “good” is rarely investigated. Drawing upon social exchange, social identity, and signaling theories, this study explores the mechanisms between corporate social responsibility (CSR) and customer citizenship behavior (CCB), and examines the mediating effects generated by engagement, identification, and trust. Through convenience and snowball sampling methods, 242 questionnaires were collected from customers of a firm implementing CSR projects. The findings reveal that the most effective path for CSR perception to motivate CCB is to go through a process involving trust, identification, and then customer engagement. Engagement plays the most critical role among these three mediators.

Vorheriger Artikel Exploring robot service quality priorities for different levels of intimacy with service

Nächster Artikel What Makes Viewers Engage in Live Streaming Shopping during and after the Pandemic: An Affordance Perspective

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Abbas M, Gao Y, Shah SSH (2018) CSR and customer outcomes: the mediating role of customer engagement. Sustainability 10(11):4243. https://doi.org/10.3390/su10114243CrossRef

Agyei J, Sun S, Penney EK, Abrokwah E, Ofori-Boafo R (2021) Linking CSR and customer engagement: the role of customer-brand identification and customer satisfaction. SAGE Open 11(3):21582440211040110. https://doi.org/10.1177/21582440211040113CrossRef

Ahearne M, Bhattacharya CB, Gruen T (2005) Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. J Appl Psychol 90(3):574–585CrossRef

Aljarah A, Alrawashdeh M (2021) Boosting customer citizenship behavior through corporate social responsibility: does perceive service quality matter? Soc Responsib J 17(5):631–647. https://doi.org/10.1108/SRJ-03-2019-0098CrossRef

Anderson JC, Gerbing DW (1988) Structural equation modeling in practice: a review and recommended two-step approach. Psychol Bull 103(3):411–423CrossRef

Ansari NY, Anjum T, Farrukh M, Heidler P (2021) Do good, have good: a mechanism of fostering customer pro-environmental behaviors. Sustainability 13(7):3781. https://doi.org/10.3390/su13073781CrossRef

Blau PM (1964) Justice in social exchange. Sociol Inq 34(2):193–206. https://doi.org/10.1111/j.1475-682X.1964.tb00583.xCrossRef

Boccia F, Manzo RM, Covino D (2018) Consumer behavior and corporate social responsibility: an evaluation by a choice experiment. Corp Soc Responsib Environ Manag 26(1):97–105. https://doi.org/10.1002/csr.1661CrossRef

Bove LL, Pervan SJ, Beatty SE, Shiu E (2009) Service worker role in encouraging customer organizational citizenship behaviors. J Bus Res 62:698–705CrossRef

Bowen HR (1953) Social responsibilities of the businessman, 1st edn. University of IA Press, New York

Boyce C, Neale P (2006) Conducting in-depth interviews: a guide for designing and conducting in-depth interviews for evaluation input, 2nd edn. Pathfinder International, Watertown

Brass DJ, Burkhardt ME (1993) Potential power and power use: an investigation of structure and behavior. Acad Manag J 36(3):441–470. https://doi.org/10.5465/256588CrossRef

Brodie RJ, Hollebeek LD, Juric B, Ilic A (2011) Customer engagement: conceptual domain, fundamental propositions, and implications for research. J Serv Res 14(3):252–271. https://doi.org/10.1177/1094670511411703CrossRef

Cambra-Fierro J, Melero-Polo I, Sese FJ (2016) Can complaint-handling efforts promote customer engagement? Serv Bus 10(4):847–866CrossRef

Chomvilailuk R, Butcher K (2018) The impact of strategic CSR marketing communications on customer engagement. Mark Intell Plan 36(7):764–777. https://doi.org/10.1108/MIP-10-2017-0248CrossRef

Chou CY, Shen YC, Wu PH, Lin HY (2022) Employee perceived meaning of work and service adaptive behavior: a psychological resourcefulness perspective. Serv Bus 16(4):1035–1063. https://doi.org/10.1007/s11628-022-00505-9CrossRef

Chou HH, Huang CC, Tu PY (2023) Towards becoming a service-dominant enterprise: an actor engagement perspective. Serv Bus 17(2):607–632. https://doi.org/10.1007/s11628-023-00532-0CrossRef

Dal Mas F, Tucker W, Massaro M, Bagnoli C (2022) Corporate social responsibility in the retail business: a case study. Corp Soc Responsib Environ Manag 29(1):223–232. https://doi.org/10.1002/csr.2198CrossRef

Dang VT, Nguyen N, Pervan S (2020) Retailer corporate social responsibility and consumer citizenship behavior: the mediating roles of perceived consumer effectiveness and consumer trust. J Retail Consum Serv 55:102082. https://doi.org/10.1016/j.jretconser.2020.102082CrossRef

de Oliveira SF, Ladeira WJ, Pinto DC, Herter MM, Sampaio CH, Babin BJ (2020) Customer engagement in social media: a framework and meta-analysis. J Acad Mark Sci 48(6):1211–1228. https://doi.org/10.1007/s11747-020-00731-5CrossRef

Dhiman D, Sharma H (2021) Does organizational trust mediate the CSR–OCB relationship? A PLS-SEM analysis. Vikalpa 46(4):223–235. https://doi.org/10.1177/02560909211062592CrossRef

Di E, Huang CJ, Chen IH, Yu TC (2010) Organization justice and customer citizenship behavior of retail industries. Serv Ind J 30(11):1919–1934. https://doi.org/10.1080/02642060802627533CrossRef

Fatma M, Khan I (2023) Impact of CSR on customer citizenship behavior: mediating the role of customer engagement. Sustainability 15(7):5802. https://doi.org/10.3390/su15075802CrossRef

Fatma M, Khan I, Kumar V, Shrivastava AK (2022) Corporate social responsibility and customer-citizenship behaviors: the role of customer-company identification. Eur Bus Rev 34(6):858–875. https://doi.org/10.1108/EBR-12-2021-0250CrossRef

Gong T, Yi Y (2021) A review of customer citizenship behaviors in the service context. Serv Ind J 41(3–4):169–199. https://doi.org/10.1080/02642069.2019.1680641CrossRef

Groth M (2005) Customers as good soldiers: examining citizenship behaviors in internet service deliveries. J Manag 31(1):7–27. https://doi.org/10.1177/0149206304271375CrossRef

Gruen TW, Osmonbekov T, Czaplewski AJ (2007) Customer-to-customer exchange: its MOA antecedents and its impact on value creation and loyalty. J Acad Mark Sci 35:537–549CrossRef

Guchait P, Zhao X, Madera J, Hua N, Okumus F (2018) Can error management culture increase work engagement in hotels? The moderating role of gender. Serv Bus 12(4):757–778. https://doi.org/10.1007/s11628-018-0374-9CrossRef

Guenzi P, Johnson MD, Castaldo S (2009) A comprehensive model of customer trust in two retail stores. J Serv Manag 20(3):290–316. https://doi.org/10.1108/09564230910964408CrossRef

Hair JF, Sarstedt M, Ringle CM, Gudergan SP (2017) Advanced issues in partial least squares structural equation modeling. Sage Publications, Thousand Oaks

Hair JF, Black WC, Babin BJ, Anderson RE (2018) Multivariate data analysis, 8th edn. Cengage Learning, London

Hambleton RK (1993) Translating achievement tests for use in cross-national studies. Eur J Psychol Assess 9(1):57–68

Hayat K, Jianjun Z, Ali S (2022) Reinforcing purchase behaviors through CSR and ethical practices. Mark Intell Plan 40(2):256–272. https://doi.org/10.1108/MIP-08-2021-0268CrossRef

Homburg C, Wieseke J, Hoyer WD (2009) Social identity and the service-profit chain. J Mark 73(2):38–54CrossRef

Hsieh SH, Chang A (2016) The psychological mechanism of brand co-creation engagement. J Interact Mark 33:13–26. https://doi.org/10.1016/j.intmar.2015.10.001CrossRef

Hsieh JJP-A, Rai A, Keil M (2008) Understanding digital inequality: comparing continued use behavioral models of the socio-economically advantaged and disadvantaged. MIS Q 32(1):97–126CrossRef

Hur WM, Kim H, Kim HK (2018) Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer-company identification and affective commitment. Corp Soc Responsib Environ Manag 25(6):1258–1269. https://doi.org/10.1002/csr.1636CrossRef

Hur WM, Moon TW, Kim H (2020a) When and how does customer engagement in CSR initiatives lead to greater CSR participation? the role of CSR credibility and customer–company identification. Corp Soc Responsib Environ Manag 27(4):1878–1891. https://doi.org/10.1002/csr.1933CrossRef

Hur WM, Moon TW, Kim H (2020b) When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment. J Brand Manag 27(4):421–437. https://doi.org/10.1057/s41262-020-00190-xCrossRef

Hur WM, Moon TW, Choi WH (2021) The role of job crafting and perceived organizational support in the link between employees’ CSR perceptions and job performance: a moderated mediation model. Curr Psychol 40(7):3151–3165. https://doi.org/10.1007/s12144-019-00242-9CrossRef

Iglesias O, Markovic S, Bagherzadeh M, Singh JJ (2020) Co-creation: a key link between corporate social responsibility, customer trust, and customer loyalty. J Bus Ethics 163(1):151–166. https://doi.org/10.1007/s10551-018-4015-yCrossRef

Ishizuka C, Kuo-Che T, Kishi Y (2022) Reviving tradition-bound products: a case of value co-creation using rhetorical history. Serv Bus 16(4):1015–1033. https://doi.org/10.1007/s11628-022-00504-wCrossRef

Jung CM, Hur WM (2022) How do customers’ perceptions of corporate social responsibility contribute to sustainable customer citizenship behaviors? The mediating mechanisms of corporate brand pride and self-brand connection. Corp Soc Responsib Environ Manag 29(5):1676–1688. https://doi.org/10.1002/csr.2318CrossRef

Jung JH, Yoo JJ (2017) Customer-to-customer interactions on customer citizenship behavior. Serv Bus 11(1):117–139. https://doi.org/10.1007/s11628-016-0304-7CrossRef

Karatepe OM (2013) High-performance work practices and hotel employee performance: the mediation of work engagement. Int J Hosp Manag 32:132–140. https://doi.org/10.1016/j.ijhm.2012.05.003CrossRef

Keh HT, Xie Y (2009) Corporate reputation and customer behavioral intentions: the roles of trust, identification and commitment. Ind Mark Manag 38:732–742. https://doi.org/10.1016/j.indmarman.2008.02.005CrossRef

Kim DY, Kim SB, Kim KJ (2019) Building reputation, overcoming consumer skepticism, and establishing trust: choosing the right message types and social causes in the restaurant industry. Serv Bus 13(2):363–288. https://doi.org/10.1007/s11628-018-0386-5CrossRef

Kim M, Yin X, Lee G (2020) The effect of CSR on corporate image, customer citizenship behaviors, and customers’ long-term relationship orientation. Int J Hosp Manag 88:102520. https://doi.org/10.1016/j.ijhm.2020.102520CrossRef

Kosiba JP, Boateng H, Okoe AF, Hinson R (2020) Trust and customer engagement in the banking sector in Ghana. Serv Ind J 40(13–14):960–973. https://doi.org/10.1080/02642069.2018.1520219CrossRef

Lee SM, Lee DH (2020) “Untact”: a new customer service strategy in the digital age. Serv Bus 14(1):1–22. https://doi.org/10.1007/s11628-019-00408-2CrossRef

Lee TR, Lin KH, Chen CH, Otero-Neira C, Svensson G (2022) A framework of firms’ business sustainability endeavours with internal and external stakeholders through time across oriental and occidental business contexts. Asia Pac J Mark Logist 34(5):963–986. https://doi.org/10.1108/APJML-12-2020-0911CrossRef

Liang CJ, Chen HJ (2009) A study of the impacts of website quality on customer relationship performance. Total Qual Manag 20(9):971–988. https://doi.org/10.1080/14783360903181784CrossRef

Lin HH (2011) Gender differences in the linkage of online patronage behavior with TV-and-online shopping values. Serv Bus 5(4):295–312. https://doi.org/10.1007/s11628-011-0115-9CrossRef

Lorgnier NGA, Su CJ, O’Rourke SM (2022) Brands’ perceived sustainable development goals: index development and applications with professional sport teams and fast-food brands. Serv Bus 16(1):125–157. https://doi.org/10.1007/s11628-021-00474-5CrossRef

Louis D, Lombart C, Durif F (2019) Impact of a retailer’s CSR activities on consumers’ loyalty. Int J Retail Distrib Manag 47(8):793–816. https://doi.org/10.1108/IJRDM-12-2018-0262CrossRef

MacInnis DJ, Moorman C, Jaworski, BJ (1991) Enhancing and measuring consumers’ motivation, opportunity, and ability to process brand information from ads. J Mark 55(4):32–53. https://doi.org/10.2307/1251955

Mael F, Ashforth BE (1992) Alumni and their alma mater: a partial test of the reformulated model of organizational identification. J Organ Behav 13(2):103–123. https://doi.org/10.1002/job.4030130202CrossRef

Martínez P, Rodríguez del Bosque I (2013) CSR and customer loyalty: the roles of trust, customer identification with the company and satisfaction. Int J Hosp Manag 35:89–99. https://doi.org/10.1016/j.ijhm.2013.05.009CrossRef

Mayer RC, Davis JH, Schoorman FD (1995) An integrative model of organizational trust. Acad Manag Rev 20(3):709–734CrossRef

My-Quyen MT, Hau LN (2021) Transforming customer brand engagement to co-creation value through participation energy and effort. Serv Bus 15(3):493–514. https://doi.org/10.1007/s11628-021-00452-xCrossRef

Nahapiet J, Ghoshal S (1998) Social capital, intellectual capital, and the organizational advantage. Acad Manag Rev 23(2):242–266. https://doi.org/10.5465/amr.1998.533225CrossRef

Nasurdin AM, Ahmad NH, Tan CL (2015) Cultivating service-oriented citizenship behavior among hotel employees: the instrumental roles of training and compensation. Serv Bus 9(2):343–360. https://doi.org/10.1007/s11628-014-0230-5CrossRef

Nguyen DM, Chiu YTH (2023) Corporate social responsibility authenticity as an antecedent to customer citizenship behavior: evidence from hospitality industry in Taiwan. J Hosp Mark Manag 32(4):477–504. https://doi.org/10.1080/19368623.2023.2188510CrossRef

Nguyen H, Groth M, Walsh G, Hennig-Thurau T (2014) The impact of service scripts on customer citizenship behavior and the moderating role of employee customer orientation. Psychol Mark 31(12):1096–1109. https://doi.org/10.1002/mar.20756CrossRef

Ong M, Mayer DM, Tost LP, Wellman N (2018) When corporate social responsibility motivates employee citizenship behavior: the sensitizing role of task significance. Organ Behav Hum Decis Process 144:44–59CrossRef

Patton MQ (2015) Qualitative evaluation and research methods. Sage, Thousand Oaks

Pavlou PA (2003) Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. Int J Electron Commer 7(3):101–134. https://doi.org/10.1080/10864415.2003.11044275CrossRef

Podsakoff PM, MacKenzie SB, Podsakoff NP (2012) Sources of method bias in social science research and recommendations on how to control it. Annu Rev Psychol 63:539–569. https://doi.org/10.1146/annurev-psych-120710-100452CrossRef

Preacher KJ, Hayes AF (2008) Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behav Res Methods 40(3):879–891. https://doi.org/10.3758/BRM.40.3.879CrossRef

Quintás MA, Martínez-Senra AI, García-Pintos A (2023) Is the hotel industry really committed to the environment? Answering using the business models framework. Serv Bus 17(1):395–428. https://doi.org/10.1007/s11628-023-00522-2CrossRef

Romani S, Grappi S, Bagozzi RP (2013) Explaining consumer reactions to corporate social responsibility: the role of gratitude and altruistic values. J Bus Ethics 114:193–206. https://doi.org/10.1007/s10551-012-1337-zCrossRef

Rosenbaum MS, Massiah CA (2007) When customers receive support from other customers: exploring the influence of intercustomer social support on customer voluntary performance. J Serv Res 9(3):257–270CrossRef

Schaefer SD, Terlutter R, Diehl S (2020) Talking about CSR matters: employees’ perception of and reaction to their company’s CSR communication in four different CSR domains. Int J Advert 39(2):191–212. https://doi.org/10.1080/02650487.2019.1593736CrossRef

Shah SHA, Cheema S, Al-Ghazali BM, Ali M, Rafiq N (2021) Perceived corporate social responsibility and pro-environmental behaviors: the role of organizational identification and coworker pro-environmental advocacy. Corp Soc Responsib Environ Manag 28(1):366–377. https://doi.org/10.1002/csr.2054CrossRef

So KKF, King C, Sparks BA, Wang Y (2016) The role of customer engagement in building consumer loyalty to tourism brands. J Travel Res 55(1):64–78. https://doi.org/10.1177/0047287514541008CrossRef

Tai YF, Wang YC, Luo CC (2021) Technology- or human-related service innovation? Enhancing customer satisfaction, delight, and loyalty in the hospitality industry. Serv Bus 15(4):667–694. https://doi.org/10.1007/s11628-021-00461-wCrossRef

Tajfel H (1974) Social identity and intergroup behaviour. Soc Sci Inform 13(2):65–93CrossRef

Turker D (2009) Measuring corporate social responsibility: a scale development study. J Bus Ethics 85(4):411–427. https://doi.org/10.1007/s10551-008-9780-6CrossRef

Van Doorn J, Lemon KN, Mittal V, Nass S, Pick D, Pirner P, Verhoef PC (2011) Customer engagement behavior: theoretical foundations and research directions. J Serv Res 13(3):253–266. https://doi.org/10.1177/1094670510375599CrossRef

Vargo SL, Lusch RF (2004) Evolving to a new dominant logic for marketing. J Mark 68(1):1–17CrossRef

Wakefield RL, Leidner DE, Garrison G (2008) A model of conflict, leadership, and performance in virtual teams. Inf Syst Res 19(4):434–455CrossRef

Wu SH, Tsai CYD, Hung CC (2012) Toward team or player? How trust, vicarious achievement motive, and identification affect fan loyalty. J Sport Manag 26(2):177–191. https://doi.org/10.1123/jsm.26.2.177CrossRef

Wu SH, Huang SCT, Tsai CYD, Lin PY (2017) Customer citizenship behavior on social networking sites: the role of relationship quality, identification, and service attributes. Internet Res 27(2):428–448. https://doi.org/10.1108/IntR-12-2015-0331CrossRef

Yang FX, Ren L, Lau VM-C (2020) An original sin of casino hotels? Consequences of CSR misfit and the remedies. Int J Hosp Manag 87:102500. https://doi.org/10.1016/j.ijhm.2020.102500CrossRef

Yen CH, Teng HY, Tzeng JC (2020) Innovativeness and customer value co-creation behaviors: mediating role of customer engagement. Int J Hosp Manag 88:102514. https://doi.org/10.1016/j.ijhm.2020.102514CrossRef

Yi Y, Gong T (2013) Customer value co-creation behavior: scale development and validation. J Bus Res 66:1279–1284CrossRef

Yi Y, Kim SY (2017) The role of other customers during self-service technology failure. Serv Bus 11(4):695–715. https://doi.org/10.1007/s11628-016-0325-2CrossRef

Titel: Doing good for good: how does corporate social responsibility drive customer citizenship behavior? The mediation of engagement, trust, and identification
verfasst von: Shih-Hao Wu
Stephen Chi-Tsun Huang
Ching-Yi Daphne Tsai
Yu-Xuan You
Publikationsdatum: 14.11.2023
Verlag: Springer Berlin Heidelberg
Erschienen in: Service Business / Ausgabe 4/2023
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-023-00548-6

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 4/2023

Underscoring trainer's lack of effort or talent in service failure of personal fitness training: customers' negative word-of-mouth response

Flash sales: how consumers’ emotional responses to negative word-of-mouth affect diagnosticity and purchase intentions

Exploring robot service quality priorities for different levels of intimacy with service

Adolescents’ attempts at influence and self-reported errors in family vacation decisions: a cross-regional study

Connecting artificial intelligence to value creation in services: mechanism and implications

What Makes Viewers Engage in Live Streaming Shopping during and after the Pandemic: An Affordance Perspective