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

被引：0

作者：

Mubushar, Muhammad ^{[1
]}

Cerchione, Roberto ^{[2
]}

Rasool, Shahid ^{[3
]}

Centobelli, Piera ^{[4
]}

Morelli, Mariarosaria ^{[2
]}

机构：

[1] Univ Sargodha, Malik Firoz Khan Noon Business Sch, Sargodha, Pakistan

[2] Univ Naples Parthenope, Dept Engn, Naples, Italy

[3] Univ Teknol Malaysia, Azman Hashim Int Business Sch AHIBS, Kuala Lumpur, Malaysia

[4] Univ Naples Federico II, Dept Ind Engn, Naples, Italy

来源：

CORPORATE SOCIAL RESPONSIBILITY AND ENVIRONMENTAL MANAGEMENT | 2024年

关键词：

corporate environmental management; corporate social responsibility (CSR); customer sustainable behavior; environment social governance (ESG); environmental performance; sustainability; VALUE CO-CREATION; RELATIONSHIP MARKETING ORIENTATION; FINANCIAL PERFORMANCE; STAKEHOLDER THEORY; JOB-SATISFACTION; CSR ACTIVITIES; IMPACT; COMMITMENT; LOYALTY; QUALITY;

D O I：

10.1002/csr.2960

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页数：19

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