2020
DOI: 10.3390/su12031158
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Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

Abstract: Researchers and scholars have widely attributed corporate social responsibility (CSR) to enormous outcomes. However, the customer-specific outcomes are either less investigated or lack clarity. By focusing on perceptual, attitudinal and behavioral outcomes of CSR, this study entails that CSR influences customers’ citizenship behavior (behavioral outcome) both directly and indirectly (through service quality and affective commitment—perceptual and attitudinal outcomes). Survey data collected from 669 fast-food … Show more

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Cited by 32 publications
(26 citation statements)
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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%
“…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%
“…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%
“…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%