Linking Corporate Social Responsibility to Customer Loyalty through Co-Creation and Customer Company Identification: Exploring Sequential Mediation Mechanism
By Ali Raza, Amer Saeed, Muhammad Khalid Iqbal, Umair Saeed, Imran Sadiq, Naveed Ahmad Faraz. Sustainability, 2020
143 citations recorded by the source corpus.
Promoting corporate social responsibility (CSR) and co-creation has become a crucial relationship marketing strategy for the banks. This research empirically investigates how banks’ CSR activities generate positive customer responses in the form of co-creation, customer–company identification (CCI), and loyalty. This research sheds light on the influence of CSR on customer behavior by analyzing the underlying psychological processes through the sequential mediation of co-creation and CCI. Working with a sample of 280 banking customers in Pakistan, partial least square based structural equation modeling (PLS-SEM) is employed to test the conceptual model. CSR is a multidimensional formative construct that affects customer loyalty both directly and indirectly. Sequential partial mediations of co-creation and CCI are found between CSR activities and customer loyalty. Lastly, CCI has a direct and significant impact on co-creation and customer loyalty. Banks must include CSR in their long-term marketing plans to improve overall customer behavior because banks’ CSR activities result in customer identification and co-creation. Similarly, banks should welcome the customers’ participation in service design and use their knowledge and skills to improve overall service culture.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/8de377b9b4e79a1e57e7cd1fcc72f19cf2d5c5b6
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In Organizational Behavior and Human Resource Management
Citations in the corpus
- CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy (2020, background): “CSR has also been identified as having the potential to increase consumer confidence in many businesses, including hypermarkets [102] and the financial sector [103] of Pakistan.”
- What Factors Affect the Entrepreneurial Intention to Start-Ups? The Role of Entrepreneurial Skills, Propensity to Take Risks, and Innovativeness in Open Business Models (2021, background): “People who are self-motivated and supported by their families, peers, and institutions have in-build personality characteristics (entrepreneurial skills, propensity to take risks, and innovativeness), can avail future opportunities, and can become successful entrepreneurs [24].”