The impact of corporate social responsibility on customer citizenship behavior: The mediating role of customer-company identification and moderating role of generation.

Fatima Alhouz,Abdulbaset Hasouneh

doi:10.51300/josm-2020-13

Abstract

This study investigates the impact of corporate social responsibility (CSR) on customer citizenship behavior in the hospitality industry. Further, it explores the mediation effect of customer-company identification and the moderating role of generation in the CSR-customer citizenship behavior relationship. Data from 430 customers have been collected from five-star hotels in North Cyprus and the structural equation model has been employed to test the study hypotheses. The results revealed that CSR has a strong impact on customer citizenship behavior. Further, customer-company identification partially mediated the positive relationship between CSR and customer citizenship behavior. Moreover, generation moderates CSR and customer citizenship behavior relationship.

Highlights

Corporate social responsibility (CSR) has been increasingly investigated in the literature and its positive consequences on consumer behavior and corporate performance have been welldocumented (Hur et al, 2018; Karaosmanoglu et al, 2016; Sen & Bhattacharya, 2001)
We argue that C- C identification has a significant role in explaining how corporate social responsibility (CSR) initiatives lead to customer citizenship behavior by invoking C-C identification as a mediator variable between CSR initiatives and customer citizenship behavior
The results of this study showed that there is a positive relationship between corporate social responsibility and customer citizenship

Summary

Introduction

Corporate social responsibility (CSR) has been increasingly investigated in the literature and its positive consequences on consumer behavior and corporate performance have been welldocumented (Hur et al, 2018; Karaosmanoglu et al, 2016; Sen & Bhattacharya, 2001). It has been found that engaging in CSR initiatives leads to increased customer satisfaction (Lee & Heo, 2009), customer loyalty Pérez and Bosque (2013), and strength of a company’s competitive advantage (Du et al, 2011). It has been defined as a corporate obligation toward the community that is not required by the law (Brown & Dacin, 1997; Kostera, 2008).

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