Doing good for good: how does corporate social responsibility drive customer citizenship behavior? The mediation of engagement, trust, and identification

被引：2

作者：

Wu, Shih-Hao ^{[1
]}

Huang, Stephen Chi-Tsun ^{[1
]}

Tsai, Ching-Yi Daphne ^{[2
]}

You, Yu-Xuan ^{[1
]}

机构：

[1] Natl Kaohsiung Univ Sci & Technol, Dept Mkt & Distribut Management, 2 Jhuoyue Rd, Kaohsiung 811, Taiwan

[2] Natl Taichung Univ Sci & Technol, Dept Business Management, 129,Sec 3,Sanmin Rd, Taichung 404, Taiwan

来源：

SERVICE BUSINESS | 2023年 / 17卷 / 04期

关键词：

Customer citizenship behavior; Engagement; Trust; Identification; Corporate social responsibility; COMPANY IDENTIFICATION; MODERATING ROLE; CREATION; IMPACT; ROLES; MODEL; ANTECEDENTS; PERFORMANCE; IDENTITY; QUALITY;

D O I：

10.1007/s11628-023-00548-6

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

How firms' doing "good" inspires customers to do "good" is rarely investigated. Drawing upon social exchange, social identity, and signaling theories, this study explores the mechanisms between corporate social responsibility (CSR) and customer citizenship behavior (CCB), and examines the mediating effects generated by engagement, identification, and trust. Through convenience and snowball sampling methods, 242 questionnaires were collected from customers of a firm implementing CSR projects. The findings reveal that the most effective path for CSR perception to motivate CCB is to go through a process involving trust, identification, and then customer engagement. Engagement plays the most critical role among these three mediators.

引用

页码：937 / 962

页数：26

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