CSR and Customer Outcomes: The Mediating Role of Customer Engagement

Abbas, Moazzam; Gao, Yongqiang; Shah, Sayyed Sadaqat Hussain

doi:10.3390/su10114243

Cited by 104 publications

(140 citation statements)

References 83 publications

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“…CCB, being the discretionary behavior, requires high emotions towards a brand [16,17], where positive emotions can enforce one's response for improvement of brand services and overall image. As CSR is an investment that is aimed at stakeholders, it is believed that it influences customers' emotions positively [24,28], thus influencing customers' responses in terms of CCB. Attachment theory also explains the relation and mechanism, as Bowlby [22] highlights that humans develop a bond with others; as restaurants display care for others, it is expected that customers will develop a bond with them, which is proved empirically in this study.…”

Section: Discussionmentioning

confidence: 99%

Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

et al. 2020

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Researchers and scholars have widely attributed corporate social responsibility (CSR) to enormous outcomes. However, the customer-specific outcomes are either less investigated or lack clarity. By focusing on perceptual, attitudinal and behavioral outcomes of CSR, this study entails that CSR influences customers’ citizenship behavior (behavioral outcome) both directly and indirectly (through service quality and affective commitment—perceptual and attitudinal outcomes). Survey data collected from 669 fast-food restaurant customers were analyzed through the structural equation modeling technique. The results revealed a positive and significant relationship between restaurants’ CSR efforts and customers’ behavioral responses in terms of citizenship behavior. Findings also highlight that CSR does not only have a direct relation but the sequential mediation mechanism also exists. The study extends the existing literature by focusing on the ignored causal link of CSR and customer citizenship behavior (CCB) by considering the service quality and affective commitment as an explanatory mechanism, and provides certain practical implications which could also be useful for managers of the restaurant industry to devise their socially responsible practices.

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Section: Discussionmentioning

confidence: 99%

Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

et al. 2020

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“…It focuses on close customer-company relationships for creation of value (Abbas et al, 2018). Based on this logic, previous studies argue that CE is necessary for value creation and customer life value is better represented by CE (Abbas et al, 2018;Kumar et al, 2010). In the remainder of this part, we discuss CE, trust and its dimensions, and customer loyalty.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…S-D logic suggests that service is the unit of exchange and customers are always cocreators in the value creation process (Rather et al, 2019;Vargo & Lusch, 2008). It focuses on close customer-company relationships for creation of value (Abbas et al, 2018). Based on this logic, previous studies argue that CE is necessary for value creation and customer life value is better represented by CE (Abbas et al, 2018;Kumar et al, 2010).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Also, to survive and grow by attracting new customers in today's fast-moving financial services sector, insurance firms must be able to engage their customers at all imaginable touch points to align their strategies with the customer needs. Customer engagement (CE) is depicted as a way to create, build, and improve customer relationships (Abbas et al, 2018;Brodie et al, 2013) and is regarded as a strategic imperative to build a sustained competitive advantage (Hollebeek, 2012;Islam et al, 2019;Kumar & Pansari, 2016;Van Tonder & Petzer, 2018). Similarly, CE is a concept that is being examined as a tool to facilitate predictive power of customer behavior which includes loyalty and referrals (Brodie et al, 2011;Khan et al, 2016;Thakur, 2016;Zhang et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

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Influence of Trust on Customer Engagement: Empirical Evidence From the Insurance Industry in Ghana

et al. 2020

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This study examined the influence of trust dimensions on customer engagement, and the resultant impact of customer engagement on customer loyalty in the context of life insurance. Furthermore, it investigated the mediating role of customer engagement in the relationships between trust dimensions and customer loyalty. A total of 452 valid responses from life insurance customers in Ghana were examined using structural equation modeling (SEM). The results revealed that trust in service provider, trust in the regulator, economy-based trust, and information-based trust significantly influence customer engagement, with trust in service provider and trust in the regulator driving a higher level of customer engagement. The results also uncovered that customer engagement significantly enriches customer loyalty and mediated the relationships between the trust dimensions and customer loyalty. The findings highlight the importance of building convincing customer trust to advance customer engagement and customer loyalty.

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“…As an important member of the stakeholders' group, consumers usually require companies to undertake certain social responsibilities while pursuing economic interests, and respond according to their CSR performance [5,6], finally reflected in supporting or boycotting companies and their products and services. There is a strong positive relationship between CSR and customer outcomes [7]. Consumers' responses to CSR stimulate some enterprises to invest more resources into CSR with the intention to obtain better market returns through appropriate CSR activities.…”

Section: Introductionmentioning

confidence: 99%

Building Consumer-Oriented CSR Differentiation Strategy

Fang²,

Sun

2019

Sustainability

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In a fierce competitive industry, firms conducting a corporate social responsibility (CSR) differentiation strategy can build a relative advantage. However, there is lack of literature to discuss the approach to identifying companies’ CSR differentiation conditions. Based on the theoretical foundations of consumers’ responses to CSR differentiation strategies, this paper proposes a consumer-oriented approach to identify CSR differentiation by using the best–worst scaling approach. In the context of the mobile phone industry, CSR activities were prioritized according to the extent to which they were valued by consumers. Consumers’ perceptions of the CSR activities of Huawei and Apple were also assessed in this study. Finally, the CSR differentiation conditions between the two companies was evaluated. The findings include the following: (1) the consumer priorities for different CSR activities vary greatly, and it is essential for firms to adopt a CSR differentiation strategy; (2) it is feasible to adopt a proper CSR premium in product pricing to build a socially responsible company; and (3) the lack of CSR communication between companies and consumers leads to consumers’ perceived distortion. The results provide implications for firms’ CSR practice.

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CSR and Customer Outcomes: The Mediating Role of Customer Engagement

Cited by 104 publications

References 83 publications

Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

Influence of Trust on Customer Engagement: Empirical Evidence From the Insurance Industry in Ghana

Building Consumer-Oriented CSR Differentiation Strategy

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