Abstract
AbstractThis paper analyses the relationships between corporate social responsible employees, corporate social responsible suppliers and customer value co‐creation behaviour in banking industry. More in detail it aims to investigate the mediating effect of relationship marketing orientation between corporate social responsibility (CSR) activities and customer value co‐creation behaviour. Data collected from 383 banking customers are analysed through smart partial least square (PLS). The results highlight that corporate social responsible employees and suppliers have a positive impact on customer value co‐creation behaviour. Moreover, relationship marketing orientation has a mediating role between CSR activities and customer value co‐creation behaviour.
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