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

IF 8.3 2区管理学 Q1 BUSINESS Corporate Social Responsibility and Environmental Management Pub Date : 2024-09-18 DOI:10.1002/csr.2960

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

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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.

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企业社会责任对客户参与和公民行为的影响

由于混合竞争市场和经济危机的影响，消费者在道德方面更加担心企业不遵守环境和人权标准。因此，企业纷纷实施企业社会责任（CSR）计划，以改善其道德表现，为可持续增长和竞争优势奠定基础。关系营销导向（RMO）有助于加强客户关系和价值共创。本研究以利益相关者理论为基础，旨在探讨以客户为导向和以员工为导向的企业社会责任举措如何影响银行业的客户参与行为（CPB）和客户公民行为（CCB）。主要研究结果表明，企业社会责任倡议与客户价值共创行为之间存在明显的相关性。最后，通过对企业社会责任、RMO 和价值共创进行三角分析，本研究旨在为学者和从业人员提供更多关于 RMO 和企业社会责任战略的见解。

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来源期刊

Corporate Social Responsibility and Environmental Management Multiple-

CiteScore

17.20

自引率

16.30%

发文量

189

期刊介绍： Corporate Social Responsibility and Environmental Management is a journal that publishes both theoretical and practical contributions related to the social and environmental responsibilities of businesses in the context of sustainable development. It covers a wide range of topics, including tools and practices associated with these responsibilities, case studies, and cross-country surveys of best practices. The journal aims to help organizations improve their performance and accountability in these areas. The main focus of the journal is on research and practical advice for the development and assessment of social responsibility and environmental tools. It also features practical case studies and evaluates the strengths and weaknesses of different approaches to sustainability. The journal encourages the discussion and debate of sustainability issues and closely monitors the demands of various stakeholder groups. Corporate Social Responsibility and Environmental Management is a refereed journal, meaning that all contributions undergo a rigorous review process. It seeks high-quality contributions that appeal to a diverse audience from various disciplines.

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Issue Information Issue Information Shaping tomorrow's managers: The influence of university education on economics students' attitudes toward corporate social responsibility and labor unions The effect of corporate social responsibility on customer engagement and citizenship behavior Synergizing lean management and circular economy: Pathways to sustainable manufacturing