“Do Good, Have Good”: A Serial Mediation Analysis of CSR with Customers’ Outcomes

Frontiers in Psychology

article

Ishfaq Ahmed¹  Mian Sajid Nazir²  Imran Ali³  Arooj Khalid⁴  Muhammad Zeeshan Shaukat⁵  Farooq Anwar⁶ 

[1] Hailey College of Commerce, University of the Punjab;Department of Management Sciences, COMSATS University Islamabad Lahore Campus;Department of Business Administration, Faculty of Economics and Administration, King Abdulaziz University;Institute of Quality & Technology Management, University of the Punjab;Faculty of Management Sciences, University of Central Punjab;Lahore Business School, University of Lahore

关键词: affective commitment;    corporate social responsibility;    customer citizenship behavior;    developing country;    fast food restaurants;    service quality;   

DOI  :  10.3389/fpsyg.2020.00598

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

Corporate social responsibility (CSR) is envisaged to offer several outcomes and while customer-specific consequences are unclear or have not obtained due attention, there is a dearth of literature that focuses on perceptual, attitudinal and behavioral outcomes in tandem. Against this backdrop, this study entails the investigation of perceptual (service quality), attitudinal (affective commitment) and behavioral (customer citizenship behavior) outcomes of CSR through a serial mediation mechanism. A total of 994 responses obtained from fast-food restaurants, highlight the fact that CSR influences service quality, affective commitment, and customer citizenship behavior. Moreover, it is witnessed that CSR influences customer citizenship behavior indirectly as well, as the serial mediation mechanism is also proved. The practical and theoretical usefulness of the study is also provided at the end.

【 授权许可】

CC BY