Impact of CSR on Customer Value Co-Creation Behavior: The Investigation of Moderation Mechanisms

Abstract

This study focuses on evaluating the contribution CSR activities have in encouraging the customers to co-create value for the organization. This study also assesses the moderation of ECI and OCB between CSR and customer VCC behavior. Using the purposive sampling technique data from 304 employees, managers, and customers simultaneously from the telecom industry in southern Punjab Pakistan. Data analysis were performed through structural equation modeling (SEM) in AMOS v23 and the findings of the quantitative data shows the significant and positive relationship between CSR and customer VCC behavior. ECI and OCB also strengthens the relationship of CSR and VCC. As data was collected only from the telecom sector therefore for the generalizability future research can be conducted towards other stakeholders’ orientations in other sectors as health, tourism, and hospitality etc. Moreover, through ECI initiatives, the organization can enhance customer role clarity and perceived value of co-creation, which drive customers to further engage in VCC behavior