IDEAS home Printed from https://ideas.repec.org/a/ibn/jmsjnl/v7y2017i4p112-122.html
   My bibliography  Save this article

Consumers¡¯ Perception on Organisational Corporate Social Responsibility Practices and its Implications on Consumer Attitude: Evidence from the Malaysian Telecommunication Industry

Author

Listed:
  • Chee Yoong Liew
  • Bee Lian Song

Abstract

This paper aims at investigating consumers¡¯ perception on the Corporate Social Responsibility (CSR) practices of the telecommunication service companies in Malaysia, and its antecedent to consumer attitude. The local telecommunication service providers have emphasized on service quality, stakeholder value, corporate reputation, and innovation to achieve good business performance. However, little is known about the contribution of service quality, stakeholder value, corporate reputation, and innovation on the effectiveness of organisational CSR practices. Furthermore, lack of previous studies that have investigated the impact of organisational CSR practices on consumer attitude, particularly in the context of Malaysian telecommunication industry. With the adoption of structural equation modeling approach and survey method, a total of 360 samples comprising the prepaid and postpaid mobile consumers were obtained for this study. The results shown that consumers¡¯ perception on service quality and stakeholder value had significant relationship with CSR practices. However, consumers¡¯ perception on corporate reputation and innovation had no significant relationship with CSR practices. CSR practices was positively related to consumer attitude. In the theoretical implications, service quality and stakeholder value variables were found as important elements in the proponents of Strategic CSR Theory. In the managerial implications, this study recommended that the telecommunication service providers should highly focus on more effective planning and implementation of CSR practices through better integration of CSR in its core business functions and value chain system, diversification of CSR scope and stakeholders engagement.

Suggested Citation

  • Chee Yoong Liew & Bee Lian Song, 2017. "Consumers¡¯ Perception on Organisational Corporate Social Responsibility Practices and its Implications on Consumer Attitude: Evidence from the Malaysian Telecommunication Industry," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 7(4), pages 112-122, December.
    • Handle: RePEc:ibn:jmsjnl:v:7:y:2017:i:4:p:112-122
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/jms/article/view/70937/39171
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/jms/article/view/70937
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Julie Pirsch & Shruti Gupta & Stacy Grau, 2007. "A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study," Journal of Business Ethics, Springer, vol. 70(2), pages 125-140, January.
    2. Longinos Marin & Salvador Ruiz & Alicia Rubio, 2009. "The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior," Journal of Business Ethics, Springer, vol. 84(1), pages 65-78, January.
    3. Seo, Kwanglim & Moon, Joonho & Lee, Seoki, 2015. "Synergy of corporate social responsibility and service quality for airlines: The moderating role of carrier type," Journal of Air Transport Management, Elsevier, vol. 47(C), pages 126-134.
    4. V. Swaen & R. Chumpitaz, 2008. "L'impact de la responsabilité sociétale de l'entreprise sur la confiance des consommateurs," Post-Print hal-00325701, HAL.
    5. Yunhee Kim & Christian Brodhag & Desta Mebratu, 2014. "Corporate social responsibility driven innovation," Post-Print emse-01009999, HAL.
    6. Petra F.A. Dilling, 2011. "Stakeholder Perception Of Corporate Social Responsibility," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 4(2), pages 23-34.
    7. Harrison, Jeffrey S. & Wicks, Andrew C., 2013. "Stakeholder Theory, Value, and Firm Performance," Business Ethics Quarterly, Cambridge University Press, vol. 23(1), pages 97-124, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Carmen Berné-Manero & Marta Pedraja-Iglesias & Pilar Ramo-Sáez, 2017. "Socially responsible markets involved in the consumer-organization identification process," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(2), pages 179-196, June.
    2. Hsiu-Hua Chang, 2017. "Consumer Socially Sustainable Consumption: The Perspective toward Corporate Social Responsibility, Perceived Value, and Brand Loyalty," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 167-191, August.
    3. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.
    4. Yuan-Shuh Lii & Monle Lee, 2012. "Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm," Journal of Business Ethics, Springer, vol. 105(1), pages 69-81, January.
    5. Sun, Wenbin & Ding, Yuan, 2020. "Corporate social responsibility and cash flow volatility: The curvilinear moderation of marketing capability," Journal of Business Research, Elsevier, vol. 116(C), pages 48-59.
    6. Haywantee Ramkissoon & Felix Mavondo & Vishnee Sowamber, 2020. "Corporate Social Responsibility at LUX* Resorts and Hotels: Satisfaction and Loyalty Implications for Employee and Customer Social Responsibility," Sustainability, MDPI, vol. 12(22), pages 1-22, November.
    7. Louis, Didier & Lombart, Cindy, 2018. "Retailers’ communication on ugly fruits and vegetables: What are consumers’ perceptions?," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 256-271.
    8. Mahrinasari MS, 2019. "Determinants of Brand Equity: Communication of Corporate Social Responsibility (CSR) versus CSR itself and Company Credibility," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 13(3), September.
    9. Lombart, Cindy & Louis, Didier, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 630-642.
    10. Laura Borge & Stefanie Bröring, 2020. "What affects technology transfer in emerging knowledge areas? A multi-stakeholder concept mapping study in the bioeconomy," The Journal of Technology Transfer, Springer, vol. 45(2), pages 430-460, April.
    11. Satyajit Majumdar & Gordhan K. Saini, 2016. "CSR in India: Critical Review and Exploring Entrepreneurial Opportunities," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 2(1), pages 56-79, January.
    12. K. Jin & Ronald Drozdenko, 2010. "Relationships among Perceived Organizational Core Values, Corporate Social Responsibility, Ethics, and Organizational Performance Outcomes: An Empirical Study of Information Technology Professionals," Journal of Business Ethics, Springer, vol. 92(3), pages 341-359, March.
    13. Riccardo Torelli & Federica Balluchi & Katia Furlotti, 2020. "The materiality assessment and stakeholder engagement: A content analysis of sustainability reports," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 470-484, March.
    14. Gupta, Shruti & Pirsch, Julie, 2008. "The influence of a retailer's corporate social responsibility program on re-conceptualizing store image," Journal of Retailing and Consumer Services, Elsevier, vol. 15(6), pages 516-526.
    15. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    16. Manish Bansal, 2024. "Unpacking the drivers of earnings management in CSR firms: influence of investor risk perception," International Journal of Disclosure and Governance, Palgrave Macmillan, vol. 21(1), pages 127-142, March.
    17. Ramona Zharfpeykan, 2021. "Representative account or greenwashing? Voluntary sustainability reports in Australia's mining/metals and financial services industries," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2209-2223, May.
    18. Shiang-Lih Chen McCain & Jeffrey C Lolli & Emma Liu & Eric Jen, 2019. "The relationship between casino corporate social responsibility and casino customer loyalty," Tourism Economics, , vol. 25(4), pages 569-592, June.
    19. Rafia Afrin & Ni Peng & Frances Bowen, 2022. "The Wealth Effect of Corporate Water Actions: How Past Corporate Responsibility and Irresponsibility Influence Stock Market Reactions," Journal of Business Ethics, Springer, vol. 180(1), pages 105-124, September.
    20. Henry Kofi Mensah & Ahmed Agyapong & Dorcas Nuertey, 2017. "The effect of corporate social responsibility on organizational commitment of employees of rural and community banks in Ghana," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1280895-128, January.

    More about this item

    Keywords

    corporate social responsibility; consumers¡¯ perception; service quality; corporate reputation; stakeholders;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:jmsjnl:v:7:y:2017:i:4:p:112-122. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.