Articlegold2018

CSR and Customer Outcomes: The Mediating Role of Customer Engagement

Moazzam Abbas · Yongqiang Gao · Sayyed Sadaqat Hussain Shah

139 citations0/0 files storedSustainability

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Customer Service Quality and Loyalty Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability

Abstract

Corporate social responsibility (CSR) image positively affects customer outcomes. Despite researchers’ interest in the investigation of company favoring outcomes still, there is a need to further examine the psychological mechanisms that generate these outcomes. Customer engagement (CE) is a state of mind that drives customer behavior. The role of CE has been fully ignored in CSR literature. We suggest that CSR engenders CE and examine the mediating role of CE between CSR and behavioral outcomes. A survey of 455 customers of banking services in Pakistan provided empirical evidence for hypothesis testing. Structural equation modeling was used to analyze the data. We find that CSR image induces CE that gives rise to behavioral responses i.e., customer loyalty, word-of-mouth (WOM) and customer feedback. This is the first study to examine the impact of CSR on customer feedback and to investigate the mediating role of CE.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1994The Commitment-Trust Theory of Relationship Marketing 2003Evolving to a New Dominant Logic for Marketing 2007Service-dominant logic: continuing the evolution 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 2000Identity Theory and Social Identity Theory 2006How corporate social responsibility is defined: an analysis of 37 definitions

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