Corporate social responsibility, job satisfaction, and customer orientation in Angola

Gabriel Alberto Moisés,Daniel Roque Gomes,José Gonçalves Das Neves,Ana Patrícia Duarte

doi:10.1504/wremsd.2019.10019890

Abstract

This study sought to examine the effect of corporate social responsibility (CSR) on employees' costumer orientation through the mediating role of job satisfaction for a sample of tourism and hospitality employees in Angola. Data were collected from 125 respondents using anonymously completed structured questionnaires. Perceived CSR was assessed by the scale developed by Martínez et al. (2013), which includes social, economic and environmental issues. Job satisfaction was measured using Lima et al.'s (1994) job-facet scale, while customer orientation was evaluated using a reduced version of Saxe and Weitz's (1982) customer-orientation scale. The three dimensions of CSR in question have dissimilar levels of association with customer orientation. Only perceptions of company engagement in social CSR practices explain employees' customer orientation, and the relationship is partially mediated by job satisfaction. Additional studies with larger samples and longitudinal designs are needed to determine further the influence of CSR on employees' job satisfaction and customer orientation.

Highlights

In recent years, organisations around the globe have been encouraged to behave in a socially responsible manner by diverse stakeholders (Carroll, 2016; Carroll and Shabana, 2010)
This study sought to examine the effect of corporate social responsibility (CSR) on employees’ costumer orientation through the mediating role of job satisfaction for a sample of tourism and hospitality employees in Angola
The results reveal that only respondents’ perceptions of corporate engagement in social CSR practices help to predict their level of customer orientation (β = 0.41, p < 0.01), explaining 18% of the variance in the customer orientation reported

Summary

Introduction

Organisations around the globe have been encouraged to behave in a socially responsible manner by diverse stakeholders (Carroll, 2016; Carroll and Shabana, 2010). The importance given to corporate social responsibility (CSR) has triggered extensive investment in research seeking to understand whether and how organisations can ‘do well by doing good’. Since organisations serve the needs of multiple stakeholders (e.g. employees, customers, investors and shareholders), it is important to understand their perceptions and responses to CSR activities (Aguinis and Glavas, 2012; Lee et al, 2012; Sen et al, 2006)

Methods

Results

Conclusion