Purpose -The purpose of this paper is to examine the impact of corporate social responsibility (CSR) on internal employee motivation. Design/methodology/approach -A survey was conducted among 274 employees from medium and large enterprises engaged in CSR activities in Lithuania. The research hypotheses were tested using correlation and regression analysis using factor scores from a principal component factor analysis.Findings -The findings suggest that internal and external CSR activities positively correlate with internal employee motivation. Internal CSR was found to be stronger related to internal employee motivation than all the external CSR dimensions. Regarding the external CSR, customer-related activities indicated stronger correlation with internal employee motivation than local communities and business partners related CSR activities. The weakest relation was found between internal employee motivation and business partners related CSR activities.Research limitations/implications -This study is limited to one country under investigation, therefore further research needs to be extended to other countries. The survey is conducted in the period of economical recession. In order to assess the generality of the findings, it is suggested to repeat the research in a stable economy situation. Practical implications -Executives could use the results of the research to resolve practical dilemmas by giving priority to the areas of CSR which facilitate employee internal motivation enhancement. Originality/value -By revealing the importance of CSR activities to employee internal motivation enhancement, this study contributes to the CSR investigation arena.
Functional foods are promoted as products that provide specific health benefits beyond basic nutrition. While a number of studies show that the motivation behind the purchase of such products is oriented towards health concerns, we argue that consumers' choice of functional food can also be driven by less health-related hedonic or social motives, such as a tendency for indulgence vs. self-control or the motivation to impress and show off. This proposition has not been systematically and empirically tested before. Hence, the aim of the present study is to reveal the relationship between conspicuous consumption, perceived self-control motivation, susceptibility to descriptive normative influence and the consumption of functional foods. Our results (N = 900) suggest that conspicuous consumption and susceptibility to descriptive normative influence are positively associated with functional food distinctiveness evaluation while perceived self-control motivation is negatively associated with such evaluation. Moreover, results further revealed the indirect effects of susceptibility to descriptive normative influence, conspicuous consumption and perceived self-control motivation on self-reported purchase rates of functional foods via the functional food distinctiveness evaluation. The findings support the relevance of social and hedonic motives for policy makers and marketers in the functional foods industry for marketing and health promotion.
PurposeThe aim of this study is to develop a structural model and test it in the parcel delivery services business‐to‐business market in order to identify how services quality influences relationship quality and to determine the interactions between constructs of relationship quality.Design/methodology/approachA structural model was developed using frameworks suggested by Gwinner et al., Hennig‐Thurau et al. and Bingguang et al. Online survey research was employed to survey the respondents. Structural equation modeling was employed to estimate structural model and test hypotheses.FindingsThe research demonstrated that services quality does not have direct influence on commitment, but impacts it indirectly through various relational benefits. The results imply that services quality is not enough for commitment‐based loyalty to develop. Relational benefits are essential. The results demonstrated that special treatment benefits, social benefits and confidence benefits are intricately related and have effect on each other. Main findings of the study demonstrated that in parcel delivery services industry there exist context‐specific relationships between constructs of relationship quality. The research found out that the interactions between constructs of relationship quality in parcel delivery services industry are different. Moreover, the empirical study confirmed the existence of industry‐specific direct and indirect loyalty drivers.Research limitation/implicationsThe developed relationship quality model is intentionally limited to parcel delivery services industry in order to examine industry‐specific relationships between the constructs. The model could be extended in order to model competition and effects of change in relationship quality on customer life‐time‐value.Practical implicationsThe model can be used by managers of parcel delivery companies to assess loyalty and commitment of clients.Originality/valueThis study is the first attempt to identify how services quality influences relationship quality, test relationships between constructs of relationship quality and examine context‐specific relationship in the parcel delivery market.
PurposeThe purpose of this study is to examine the antecedents of channel performance in a multi‐level marketing (MLM) channel.Design/methodology/approachPersonal interviews with 105 distributors from network marketing companies operating in Lithuania, provided data for this study. Hypotheses were tested using structural equation model (LISREL).FindingsThe findings suggest that trust, locus of control and shared values are moderated by channel commitment of the downstream channel members.Research limitations/implicationsThis study is limited to one country under investigation, therefore further research needs to be extended to other economies. Researchers might also identify additional variables affecting channel performance as well as undertake a longitudinal approach of the focal areas of commitment and channel performance.Practical implicationsThis study is of managerial interest, as the framework suggested in this study may be applied by MLM firms to monitor their networks and evaluate multi‐level channel performance.Originality/valueMLM channels offer a unique alternative and underutilized distribution channel for many companies, yet limited theoretical research has been accomplished in this arena. MLM channels are very interpersonal by their very nature and thus we extend the relationship marketing paradigm to MLM. In addition, transitional economies tend to have less developed marketing channels, and therefore are prime targets for MLM. Thus, this research specifically examines MLM in a transitioning economy.
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