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

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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As you sow, so shall you reap: finding customer-based outcomes of socially responsible coffee cafés

British Food Journal ◽

10.1108/bfj-01-2020-0031 ◽

2020 ◽

Vol 122 (9) ◽

pp. 3009-3026

Author(s):

Ishfaq Ahmed ◽

Talat Islam ◽

Siti Zaleha Abdul Rasid ◽

Farooq Anwar ◽

Arooj Khalid

Keyword(s):

Service Quality ◽

Structural Equation ◽

Affective Commitment ◽

Moderated Mediation ◽

Citizenship Behavior ◽

Equation Modeling ◽

Large Sample Size ◽

Mediation Model ◽

Content Type ◽

Moderated Mediation Model

PurposeIn the realm of increased competition among coffee café, the need for customer citizenship behavior (CCB) has increased. But the question of how a café can win CCB through firm-level and individual dispositional factors have not been gained due attention. Against this backdrop, this study aims to investigate a moderated-mediation model to predict CCB through CSR, affective commitment and service quality.Design/methodology/approachThe data were collected from 797 coffee café visitors between April–June 2019. The respondents were approached through a convenience sampling technique.FindingsUsing both Structural Equation Modeling and Hayes Macros, data analysis proved that CSR significantly predicts affective commitment and CCB. Moreover, it is also witnessed that the presence of high service quality strengthens the mediation mechanism; thus, a moderated-mediation model is supported.Research limitations/implicationsThe study is cross-sectional, although the design did not cause a common method variance. The model tested in the study offers a novel mechanism explaining the linking between CSR and CCB through affective commitment and service quality. The findings are useful for the management of café as the large sample size may offer generalizable results.Originality/valueThe study offers a novel way of predicting CCB, the desired customer behavior in the present competitive environment in the coffee market. The usefulness of the findings for management is yet another contribution offered by this study.

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The Increase of Organizational Citizenship Behaviour (OCB) Through Islamic Work Ethics, Affective Commitment, and Organizational Identity

International Business Research ◽

10.5539/ibr.v12n2p181 ◽

2019 ◽

Vol 12 (2) ◽

pp. 181 ◽

Cited By ~ 1

Author(s):

Wuryanti Kuncoro ◽

Gunadi Wibowo

Keyword(s):

Organizational Citizenship ◽

Organizational Citizenship Behavior ◽

Organizational Identity ◽

Structural Equation ◽

Affective Commitment ◽

Citizenship Behavior ◽

Equation Modeling ◽

Future Research ◽

Work Ethics ◽

Productivity Increase

An employee who is willing to voluntarily help fellow co-workers to do work outside the assigned job description and the assistance provided is not included in the performance assessment, can be defined as organizational citizenship behavior (OCB). Podsakoff et.al (2000) states that OCB can influence organizational effectiveness because it can help improve co-workers productivity, increase managerial productivity and streamline the use of organizational resources for productive purposes. This research was conducted to identify the effect of Islamic work ethics, affective commitment and organizational identity on OCB. The data were collected from 110 employees at the Muhammadiyah Islamic Hospital of Kendal and the Muhammadiyah Darul Istiqomah Hospital of Kendal. The data were later analyzed using Structural Equation Modeling (SEM) using the Analysis of Moment Structure (AMOS 24) software. The result indicates that affective commitment and organizational identity have a significant effect on OCB while Islamic work ethics have no significant effect on OCB. The researcher hopes that this research can be developed in future research by adding other variables related to OCB that may have a greater influence on OCB.

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THE IMPROVEMENT OF ORGANIZATIONAL CITIZENSHIP BEHAVIOURS (OCB) THROUGH ISLAMIC WORK ETHIC, AFFECTIVE COMMITMENT, AND THE IDENTITY OF THE ORGANIZATION

International Journal of Islamic Business Ethics ◽

10.30659/ijibe.2.2.286-300 ◽

2017 ◽

Vol 2 (2) ◽

pp. 286

Author(s):

Gunadi Wibowo ◽

Wuryanti Wuryanti

Keyword(s):

Organizational Citizenship ◽

Organizational Citizenship Behavior ◽

Organizational Identity ◽

Structural Equation ◽

Affective Commitment ◽

Citizenship Behavior ◽

Equation Modeling ◽

Future Research ◽

Work Ethics ◽

Islamic Work Ethic

Employee who are willing to voluntarily help fellow co-workers to do work outside the assigned job description and the assistance provided is not included in the performance assessment, called organizational citizenship behavior (OCB). Podsakoff et.al (2000) states that OCB can influence organizational effectiveness because it can help improve co-workers productivity, increase managerial productivity and streamline the use of organizational resources for productive purposes. This research was conducted to identify the effect of Islamic work ethics, affective commitment and organizational identity on OCB. The data were collected from 110 employees at the Muhammadiyah Islamic Hospital of Kendal and the Muhammadiyah Darul Istiqomah Hospital of Kendal. The data were later analyzed using Structural Equation Modeling (SEM) using the Analysis of Moment Structure (AMOS 24) software. The result indicate that affective commitment and organizational identity have a significant effect on OCB while Islamic work ethics have no significant effect on OCB. The researcher hopes that this research can be developed in future research by adding other variables related to OCB that may have a greater influence on OCB.Keywords: OCB, Islamic work ethics, affective commitment, organizational identity

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Attitudes and behaviors as predictors of service quality in the telecommunications sector context

International Journal of Quality & Reliability Management ◽

10.1108/ijqrm-06-2016-0079 ◽

2018 ◽

Vol 35 (3) ◽

pp. 656-677 ◽

Cited By ~ 4

Author(s):

Zeyad H. Almutawa ◽

Nuttawuth Muenjohn ◽

Jiaying Zhang

Keyword(s):

Service Quality ◽

Organizational Performance ◽

Structural Equation ◽

Causal Effect ◽

Mediating Effect ◽

Citizenship Behavior ◽

Equation Modeling ◽

Content Type ◽

Attitudes And Behaviors ◽

And Behaviors

Purpose Service quality (SQ) is considered an organizational performance indicator that largely depends on employees’ attitudes and behaviors. Therefore, the purpose of this paper is to examine the mediating effect of employees’ citizenship behavior (OCB) on the relationship between affective commitment (AC) and SQ. Design/methodology/approach The current study has relied on two questionnaire surveys to gather cross-sectional data from 800 employees and 400 customers of telecommunications companies in Kuwait. Structural equation modeling via AMOS22 was used to build and test the hypothesized model. Findings The results show that OCB significantly and positively affects SQ dimensions except empathy which demonstrates insignificant association. Also, AC was found to be a strong predictor of OCB. More interestingly, the results show that AC does not show any effect on either responsiveness or empathy, while a partial mediation was found between AC and tangibles, reliability, and assurance. Practical implications The findings of the current study provide managers and practitioners with empirically validated model of how SQ can be achieved. The model indicates that managers need to increase the level of citizenship behavior through leveraging their employees’ AC, which in turn can result in a positive perception of SQ. Originality/value This study is considered among the first to investigate the causal effect of both OCB and AC on achieving high SQ. Also, the findings of this study further support the indirect relationship of AC and SQ. Moreover, this study is unique in its attempt to link both AC and OCB to the dimensions of SQ. Finally, this study is considered the first empirical investigation of SQ in the telecommunication sector in Kuwait.

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Impact of Perceived Organizational Support on OCB in the Time of COVID-19 Pandemic in Hungary: Employee Engagement and Affective Commitment as Mediators

Sustainability ◽

10.3390/su13147800 ◽

2021 ◽

Vol 13 (14) ◽

pp. 7800

Author(s):

Ayman Alshaabani ◽

Farheen Naz ◽

Róbert Magda ◽

Ildikó Rudnák

Keyword(s):

Employee Engagement ◽

Organizational Citizenship ◽

Organizational Citizenship Behavior ◽

Organizational Support ◽

Structural Equation ◽

Affective Commitment ◽

Perceived Organizational Support ◽

Citizenship Behavior ◽

Equation Modeling ◽

The Impact

The performance of the employees and productivity of each individual, in general, have been badly affected because of the COVID-19 pandemic. Organizational citizenship behavior is regarded as an interpretation of the performance of the employee which is essential to contribute more to the organization’s processes and success. Therefore, to increase the organizational effectiveness and achieve its goals, it is crucial to understand the factors affecting the organizational citizenship behavior of the employees. This study aims to examine the impact of perceived organizational support on organizational citizenship behavior with the mediating role of employee engagement and affective commitment. To collect the data for this study, a linear snowball sampling method was used, and 380 foreign employees working in different service companies in Hungary participated in the survey. Structural equation modeling (SEM) was used to test the proposed hypothesis. The results of the study revealed that perceived organizational support positively associated with organizational citizenship behavior and this relationship is also strongly mediated by employee engagement. On the other hand, employee engagement and affective commitment pose a direct positive influence on organizational citizenship behavior. This study has theoretical and practical implications as it will provide a comprehensive framework to better understand the factors influencing the organizational citizenship behavior of the employees.

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Pengaruh Organizational Citizenship Behavior pada Performance dengan Service Quality, Satisfaction dan Behavior Intention Sebagai Anteseden

Jurnal Ekonomi Bisnis dan Kewirausahaan ◽

10.26418/jebik.v4i1.11457 ◽

2015 ◽

Vol 4 (1) ◽

pp. 1

Author(s):

Joko Suyono ◽

Sinto Sunaryo

Keyword(s):

Service Quality ◽

Organizational Citizenship ◽

Organizational Citizenship Behavior ◽

Structural Equation ◽

Private Hospital ◽

Sampling Technique ◽

Citizenship Behavior ◽

Equation Modeling ◽

Behavior Intention ◽

And Behavior

The purpose of the study is to observe the influence of organizational citizen behavior to performance. Organizational citizen behavior is affected by three variables namely satisfaction, service quality and behavior intention. The study was conducted on 12 nurses, 128 patients, and 10 nursing supervisor at a private hospital in Surakarta, Jawa Tengah. Stratified random sampling technique was applied to determine the number of sample. The result was based on structural equation modeling (SEM) method that showed there is no relationship between OCB and satisfaction and OCB to behavior intention. On the other hand, OCB to customer satisfaction, OCB to performance and satisfaction to performance are proved to be significant.

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KEPEMIMPINAN TRANSFORMASIONAL PADA ORGANIZATIONAL CITIZENSHIP BEHAVIOR DAN KOMITMEN AFEKTIF

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v11i2.2771 ◽

2018 ◽

Vol 11 (2) ◽

pp. 217

Author(s):

Heru Kurnianto Tjahjono ◽

Fajar Prasetyo ◽

Majang Palupi

Keyword(s):

Transformational Leadership ◽

Organizational Citizenship ◽

Organizational Citizenship Behavior ◽

Structural Equation ◽

Affective Commitment ◽

Citizenship Behavior ◽

Equation Modeling ◽

Analytical Technique ◽

Positive Effects

<p><em>The aims of this study are to explore a number of antecedents that affect the organizational citizenship behavior. The antecedent of organizational citizenship behavior is transformational leadership while affective commitment serves as a mediation variable. The respondents in this research are lecturers at private universities in Special Province of Yogyakarta Province. The number of samples used is 145 respondents by using purposive sampling. The analytical technique used in this study is Structural Equation Modeling (SEM). Based on the analysis, the influence of transformational leadership on the behavior of organizational citizenship is positively significant while transformational leadership to the affective commitment has significant positive effects, and the same also for affective commitment to behavior organizational citizenship which has a significant positive effect. The results of this study explain the phenomenon of organizational citizenship behavior among the lecturers which is increasingly demanding profession. The role of transformational leadership and affective commitment of lecturers are also becoming increasingly important.</em></p>

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Green Restaurant Consumers’ Pride and Social Healthy Narcissism Influencing Self-Actualization and Self-Transcendence That Drive Customer Citizenship Behavior

Sustainability ◽

10.3390/su122410339 ◽

2020 ◽

Vol 12 (24) ◽

pp. 10339

Author(s):

Kumju Hwang ◽

Bora Lee ◽

Juhee Hahn

Keyword(s):

Structural Equation Modeling ◽

Structural Equation ◽

Positive Relationship ◽

Sem Analysis ◽

Citizenship Behavior ◽

Equation Modeling ◽

Self Actualization ◽

Self Transcendence ◽

Customer Citizenship Behavior

This study explored green restaurant consumers’ self-actualization and self-transcendence motivations that drive customer citizenship behavior (CCB). A survey of green restaurant consumers was administered, and structural equation modeling (SEM) analysis was performed. The findings indicate the presence of positive associations between pride and self-actualization, and healthy social narcissism and self-transcendence. This study also found a positive relationship between self-actualization and self-transcendence, and they are positively associated with CCB. Interestingly, the findings suggest that green restaurant consumers’ pride, self-actualization and CCB path is more dominant path vis-à-vis the path from healthy social narcissism mediated by self-transcendence to CCB.

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Effects of Service Recovery Expectation and Recovery Justice on Customer Citizenship Behavior in the E-Retailing Context

Frontiers in Psychology ◽

10.3389/fpsyg.2021.658153 ◽

2021 ◽

Vol 12 ◽

Author(s):

Tingting Zhu ◽

Beilei Liu ◽

Mengmeng Song ◽

Jinnan Wu

Keyword(s):

Structural Equation ◽

Online Shopping ◽

Negative Impact ◽

Service Recovery ◽

Citizenship Behavior ◽

Equation Modeling ◽

Recovery Satisfaction ◽

Serial Mediation ◽

Customer Citizenship Behavior ◽

Expectation Confirmation

Customer citizenship behavior in the online shopping environment is vital to the success of e-retailers. However, it is unclear whether and how service recovery expectation and recovery justice predict customer citizenship behavior in e-retailing settings. Grounded on the expectation confirmation theory and social exchange theory, this study examined the influence of service recovery expectation and recovery justice on customer citizenship behavior with a serial mediation of recovery expectation confirmation and post-recovery satisfaction. A total of 774 samples from e-shoppers with most impressive (N = 401) and most recent (N = 373) service recovery experience were collected to test the hypotheses using structural equation modeling and bootstrapping procedures. This study reveals that service recovery expectation has a negative impact on recovery expectation confirmation, while recovery justice positively affects recovery expectation confirmation, which is further positively correlated with post-recovery satisfaction and customer citizenship behavior. Moreover, recovery expectation confirmation and post-recovery satisfaction play a serial mediation in the relationship between service recovery expectation and recovery justice, and customer citizenship behavior. Our study contributes to the growing body of customer citizenship behavior literature by offering an alternative perspective (i.e., service recovery) to understand what encourage or impede customer citizenship behavior, and expands service recovery literature by combining service recovery expectation and recovery justice into a framework and revealing the expectation–confirmation mechanism through which they influence post-recovery satisfaction in online shopping setting.

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Boosting customer citizenship behavior through corporate social responsibility: does perceived service quality matter?

Social Responsibility Journal ◽

10.1108/srj-03-2019-0098 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Ahmad Aljarah ◽

Majed Alrawashdeh

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Service Quality ◽

Citizenship Behavior ◽

Equation Modeling ◽

Content Type ◽

Perceived Service Quality ◽

Customer Citizenship Behavior ◽

Corporate Social ◽

The Relationship

Purpose Prior studies have not yet made sufficient effort to examine the relationship between corporate social responsibility (CSR) and customer citizenship behavior (CCB) in the hospitality context. The purpose of this study is to explore the role of CSR in fostering CCB in the hospitality context, as well as the mechanisms underlying the relationship. Design/methodology/approach This study obtained its empirical evidence from 422 hotel customers in North Cyprus and applied a structural equation modeling analysis. Findings The findings reveal that CSR significantly contributes to customer help, customer feedback and customer tolerance. Surprisingly, the results do not support the existence of a significant relationship between CSR and customer advocacy. Evidence indicates that perceived service quality plays a partial mediating role. Practical implications This study has shown that customers are rewarding firms involved in CSR initiatives in the form of CCB – directly and indirectly – through perceived service quality. This finding can advance managers’ understanding, enabling them to better manage their CSR initiatives to achieve the most effective outcomes. Originality/value The study advances a convergence between the research streams of CSR and CCB, which has been under-explored in the tourism context. The study also extends the CSR and customer citizenship literature through a novel mediation mechanism of perceived service quality.

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