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The impact of corporate social responsibility activities on stakeholders' value co‐creation behaviour

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  • Muhammad Mubushar
  • Shahid Rasool
  • Muhammad Imtiaz Haider
  • Roberto Cerchione

Abstract

This paper analyses the relationships between corporate social responsible employees, corporate social responsible suppliers and customer value co‐creation behaviour in banking industry. More in detail it aims to investigate the mediating effect of relationship marketing orientation between corporate social responsibility (CSR) activities and customer value co‐creation behaviour. Data collected from 383 banking customers are analysed through smart partial least square (PLS). The results highlight that corporate social responsible employees and suppliers have a positive impact on customer value co‐creation behaviour. Moreover, relationship marketing orientation has a mediating role between CSR activities and customer value co‐creation behaviour.

Suggested Citation

  • Muhammad Mubushar & Shahid Rasool & Muhammad Imtiaz Haider & Roberto Cerchione, 2021. "The impact of corporate social responsibility activities on stakeholders' value co‐creation behaviour," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1906-1920, November.
    • Handle: RePEc:wly:corsem:v:28:y:2021:i:6:p:1906-1920
    DOI: 10.1002/csr.2168
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    2. Lida Esperanza Villa‐Castaño & Jesús Perdomo‐Ortiz & Sebastian Dueñas‐Ocampo, 2023. "Business–society interface: An exploration of a paradigmatic heuristic model of corporate social responsibility in Colombia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(6), pages 3203-3221, November.
    3. Päivi Luoma & Romana Rauter & Esko Penttinen & Anne Toppinen, 2023. "The value of data for environmental sustainability as perceived by the customers of a tissue‐paper supplier," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(6), pages 3110-3123, November.
    4. Jongsik Yu & Linda Heejung Lho & Heesup Han, 2022. "Corporate social responsibility (environment, product, diversity, employee, and community) and the hotel employees' job performance: Exploring the role of the employment types," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1825-1838, September.
    5. Thaís Vieira Nunhes & Maximilian Espuny & Thalita Lauá Reis Campos & Gilberto Santos & Merce Bernardo & Otávio José Oliveira, 2022. "Guidelines to build the bridge between sustainability and integrated management systems: A way to increase stakeholder engagement toward sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1617-1635, September.
    6. Xiaodan Wu & Richard Amoasi, 2024. "The role of CSR in sustaining corporate brands in the global market: The perspective of telecommunication companies in Ghana," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 433-447, January.

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