Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer‐company identification and affective commitment

Abstract

This study examines how customers' perceptions of corporate social responsibility (CSR) affect their customer citizenship behaviour and the mediated link through customer‐company identification and affective commitment. Working with a sample of 615 banking service customers in South Korea, structural equation modelling is employed to test the research hypotheses. The results of this study suggest that customers' perceptions of CSR are positively related to their customer citizenship behaviour. Second, customer‐company identification was found to mediate the positive relationship between customers' perceptions of CSR and customer citizenship behaviour. Third, customers' affective commitment towards their organization also mediated the positive relationship between customers' perceptions of CSR and customer citizenship behaviour. Finally, the relationship between customers' perceptions of CSR and customer citizenship behaviour is sequentially and partially mediated by customer‐company identification and affective commitment. The theoretical and managerial implications of the results and the limitations of the study are discussed, and future research directions are suggested.

Do green motives influence green product innovation? The mediating role of green value co‐creation

“…Stakeholders comprise employees, customers, suppliers, the government, and environmental groups (Henriques & Sadorsky, 1999). When suppliers or customers of a firm share common environmental concerns, they are likely to help the firm engage in green product development (Hur, Kim, & Kim, 2018). Moral motives mean that a company goes beyond compliance with laws and regulations (McWilliams, Siegel, & Wright, 2006).…”

Firms with benefits: A systematic review of responsible entrepreneurship and corporate social responsibility literature

“…Indeed, the topics "Customer satisfaction" and "Consumer" are much more widely discussed in the CSR than in the RE literature (see Table 5). Leaning on the work of CSR scholars, entrepreneurship researchers may want to consider the extent to which communication of responsibility to customers through either eco-labels (Costanigro et al, 2015;Dauvergne & Lister, 2010) and green marketing initiatives (Yadav et al, 2016) can impact firm or brand reputation (Abdelzaher & Newburry, 2016;Hur, Kim, & Kim, 2018) and customers' willingness to pay (Chen et al, 2016;Costanigro et al, 2015;Krause, 2015). This holds even for those papers focusing explicitly on social ventures and how customers perceive these (Chung et al, 2015;Hall-Phillips et al, 2016;e.g., Park et al, 2016).…”

“…This holds even for those papers focusing explicitly on social ventures and how customers perceive these (Chung et al, 2015;Hall-Phillips et al, 2016;e.g., Park et al, 2016). Leaning on the work of CSR scholars, entrepreneurship researchers may want to consider the extent to which communication of responsibility to customers through either eco-labels (Costanigro et al, 2015;Dauvergne & Lister, 2010) and green marketing initiatives (Yadav et al, 2016) can impact firm or brand reputation (Abdelzaher & Newburry, 2016;Hur, Kim, & Kim, 2018) and customers' willingness to pay (Chen et al, 2016;Costanigro et al, 2015;Krause, 2015). Beyond customer preferences shaping company decisions, the impact responsibility measures by entrepreneurs may have on consumers' sustainable practices is another auspicious topic for exploration (Kim et al, 2015).…”

Corporate sustainability performance measurement based on a new multicriteria sorting method

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“…In addition, corporate sustainability is considered a business and investment strategy that seeks to use the best business practices to meet and balance the needs of current and future stakeholders (WCED, 1987). Hur, Kim, and Kim (2018) ascertain that with adopting corporate sustainability practices and disclosing ethical business behavior, an organization straightens its value and encourage societal development.…”