Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

Ahmed, Ishfaq; Nazir, Mian Sajid; Ali, Imran; Nurunnabi, Mohammad; Khalid, Arooj; Shaukat, Muhammad Zeeshan

doi:10.3390/su12031158

Cited by 32 publications

(26 citation statements)

References 51 publications

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“…Furthermore, CSR performance is increasingly seen as a competitive advantage that contributes to consumer loyalty (Jeon et al , 2020), which is a great “showcase” of consumer appeal. Thus, the need to justify investments in CSR actions and to understand their benefits for consumers and other stakeholders is an important issue that still needs to be clarified (Kurniati, 2019; Moliner et al , 2019; Ahmed et al , 2020). Stakeholders are not only the shareholders and employees of the enterprise but also the customers whose interests need to be taken into account.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Corporate social responsibility and financial performance: bidirectional relationship and mediating effect of customer loyalty: investigation in Sweden

Hichri

Ltifi

2021

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Purpose The study is based on a hybrid model composed of accounting and business data and is amongst the first to test the impact of corporate social responsibility (CSR) performance on the financial performance of the company, as well as the impact of financial performance on CSR performance. The bidirectional logic chosen by the study is rarely adopted in the global context and has never been tested in the Swedish context. Moreover, the purpose of this paper is to test the mediating effect of customer loyalty on the company’s CSR performance-financial performance relationship to assess this effect over the long term. This design has been neglected in previous studies. Design/methodology/approach Data was collected from a sample of 110 Swedish companies during the period 2009–2019. This study collects the data from the Thomson Reuters Eikon database. A multiple regression analysis was performed to test the hypotheses. Findings The results confirmed the bidirectional relationship between CSR performance and company financial performance. This means that CSR performance positively influences the company’s financial performance. Similarly, financial performance positively influences the company’s CSR performance. Moreover, customer loyalty has a positive and significant mediating effect on the company’s CSR performance-financial performance relationship. Originality/value This study adds several inputs. The first contribution of the research is to test a hybrid model composed of accounting and commercial data. This model is amongst the first to test the impact of CSR performance on the financial performance of the company and the impact of financial performance on CSR performance. The second contribution is the bidirectional logic chosen by the study which is rarely adopted in the global context and has never been tested in the Swedish context. The third contribution is to test the mediating effect of customer loyalty on the company’s CSR performance-financial performance relationship to assess this effect over the long term. This design has been neglected in previous studies. The fourth contribution is the choice of the field of investigation for the reliability of the data used and the generalisation of the results obtained.

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Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Corporate social responsibility and financial performance: bidirectional relationship and mediating effect of customer loyalty: investigation in Sweden

Hichri

Ltifi

2021

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“…Consumers in the hospitality sector tend to have a more positive evaluation of a brand [2]. Restaurants' CSR efforts have a positive and significant direct effect on customers' behavioral responses in terms of citizenship behavior, and have a sequential mediation mechanism through service quality [82]. Additionally, [83] claimed that brand image and CSR are inseparably tied, and [84] considered that high levels of skepticism increase consumers' negative attitudes toward the restaurant and decrease favorable evaluation.…”

Section: The Moderating Effect Of Csr Skepticismmentioning

confidence: 99%

How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior

Dalal¹,

Aljarah²

2021

Sustainability

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Brand symbolism, which stems from the vitality of the brand and feeds self-symbolism and social symbolism, has become an increasingly important strategy for firms to enhance consumer behavior. Building on attachment theory, social identity theory, and cognitive consistency theory, and using data from 439 customers of Starbucks in Lebanon, we used an integrative model to examine how brand symbolism, perceived service quality, and Corporate Social Responsibility (CSR) skepticism jointly affect two types of Customer Citizenship Behavior (CCB): helping other customers and policing other customers. The findings revealed that brand symbolism has a significant positive impact on CCBs and is a stronger predictor of policing other customers than helping other customers in the hospitality context. Further, perceived service quality acts as a mediator between the brand symbolism and CCB dimensions. This study discovered that CSR skepticism negatively moderates the direct and indirect effects of brand symbolism on CCBs through perceived service quality. The findings contribute to the literature by examining the boundary conditions of how and under what conditions brand symbolism affects CCBs by enrolling perceived service quality as a mediator variable and CSR skepticism as a moderator variable in the brand symbolism–CCB relationship.

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“…Further, the present study enriches the recent CSR literature in the context of the service sector, whereas most of the past studies have primarily addressed the concept of CSR in the context of the manufacturing sector [ 31 , 32 ]. Although there have been some studies in the service sector like the banking sector [ 33 , 34 ], hospitality industry [ 35 ], food sector [ 36 ] but the healthcare sector in this regard remained under-explored. Lastly, the present study is the pioneer one that introduces the intervention of gender as a potential moderator in the relationship of MCSR and employees’ pro-environmental behavior.…”

Section: Introductionmentioning

confidence: 99%

Corporate Social Responsibility at the Micro-Level as a “New Organizational Value” for Sustainability: Are Females More Aligned towards It?

Ahmad

Ullah

Mahmood

et al. 2021

IJERPH

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While prior studies have largely addressed corporate social responsibility (CSR) at a macro or institutional level, its importance at the micro or individual level is to date underexplored, especially in the context of developing economies. Further, it is not clear from the studies in the extant literature how the role of females is more important in the context of environmental management as compared to males. Similarly, micro-level CSR (MCSR) is emerging as a “new organizational value”, and the organizations that acknowledge this “new organizational value” and incorporate it into their business operations are likely to achieve sustainability objectives far better as compared to their counterparts. The present study investigates the impact of MCSR on employees’ pro-environmental behavior with the moderating effect of gender in the healthcare sector of Pakistan. The data were collected from five large hospitals in the city of Lahore through a self-administered questionnaire and analyzed using structural equation modeling (SEM) in AMOS software. A total of 533 out of 800 responses were received, which were used for data analysis of the present study. The results revealed that MCSR positively influences employee’s pro-environmental behavior, and gender moderates this relationship but the moderating effect of females is stronger as compared to males. The findings of the present study would help policymakers understand the importance of MCSR as a “new organizational value” to influence employees’ pro-environmental behavior with a special focus to promote the proactive role of females at workplaces.

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Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

Cited by 32 publications

References 51 publications

Corporate social responsibility and financial performance: bidirectional relationship and mediating effect of customer loyalty: investigation in Sweden

Corporate social responsibility and financial performance: bidirectional relationship and mediating effect of customer loyalty: investigation in Sweden

How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior

Corporate Social Responsibility at the Micro-Level as a “New Organizational Value” for Sustainability: Are Females More Aligned towards It?

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