Exploring antecedents of customer citizenship behaviors in services

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

“…Our findings highlight that theoretically and empirically assumed relations are supported, and investment in CSR positively influences the perceptions (SQ), attitudes (AC) and behavior (CCB). The investigation thus answers the calls offered by past studies (e.g., [4,15,17,19]). The attitudinal and behavioral outcomes have also been invited in the past, e.g., [25].…”

“…The findings of the study, thus, validate the underlying premises, where it is highlighted that investments in CSR made by a firm influence its customers at emotional and psychological levels, e.g., [14]. Choi and Lotz [15] have also highlighted the need for studies that may explain the mechanism between contextual factors and CCB. Zoghbi-Manrique-de-Lara et al [19] also focused on such a mechanism and investigated the effects of management's treatment of customers influencing customers' perceptions of service quality which, in turn, influences CCB.…”

“…For instance, Anaza [13] found that the satisfaction level of customers is an important predictor of CCB. Choi and Lotz [15] also highlighted that affective commitment significantly predicts CCB, while customers' perceptions about the organization (e.g., justice and support perceptions) significantly predict both affective commitment and CCB. The study of van Tonder et al [16] found that affective commitment of customers significantly influences all the dimensions of CCB, while affective commitment is dependent upon the customers' beliefs about the service provider.…”

“…While looking at the antecedents of CCB, past studies have reported various determinants primarily focusing on customer-specific factors, e.g., personality [13], attitude and behavior [14][15][16][17] and other customers [18]. Others have focused on organizational-level variables, primarily focusing on the role of employees in predicting CCB, e.g., [19,21], organizational support [15,20] and reassurance [21]. However, there is a dearth of literature that has focused on both organizational and customer level variables in tandem.…”

“…Xie et al [17], while highlighting the antecedents of CCB, commented that there may exist some explanatory mechanisms that could bring a true picture and clarity. Cheng et al [14] and Choi and Lotz [15] have also highlighted the need for studies that may explain the mechanism between contextual factors and CCB. Zoghbi-Manrique-de-Lara, Suárez-Acosta and Guerra-Báez [19] also focused on such a mechanism and investigated the effects of management's treatment of customers' influence and customers' perceptions of service quality which, in turn, influences CCB.…”