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

Author

Listed:
  • Ishfaq Ahmed

    (Hailey College of Commerce, University of the Punjab, Lahore, Punjab 54000, Pakistan)

  • Mian Sajid Nazir

    (Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Punjab 54000, Pakistan)

  • Imran Ali

    (Department of Business Administration, Faculty of Economics and Administration, King Abdulaziz University, P.O Box 80201, Jeddah 21589, Saudi Arabia)

  • Mohammad Nurunnabi

    (Department of Accounting, Prince Sultan University, P.O. Box 66833, Riyadh 11586, Saudi Arabia
    St Antony’s College, University of Oxford, Oxford, 62 Woodstock Road, Oxford OX2 6JF, UK)

  • Arooj Khalid

    (Institute of Quality & Technology Management, University of the Punjab, Lahore, Punjab 54000, Pakistan)

  • Muhammad Zeeshan Shaukat

    (Institute of Business & Management, University of Engineering & Technology, Lahore, Punjab 39161, Pakistan)

Abstract

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.

Suggested Citation

  • Ishfaq Ahmed & Mian Sajid Nazir & Imran Ali & Mohammad Nurunnabi & Arooj Khalid & Muhammad Zeeshan Shaukat, 2020. "Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers," Sustainability, MDPI, vol. 12(3), pages 1-15, February.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:3:p:1158-:d:317110
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    References listed on IDEAS

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    Cited by:

    1. Imran Khan & Mobin Fatma, 2023. "Understanding the Influence of CPE on Brand Image and Brand Commitment: The Mediating Role of Brand Identification," Sustainability, MDPI, vol. 15(3), pages 1-10, January.
    2. Xin Zhang & Jun Wan & Yongsheng Jin, 2023. "Exploring the Outcomes of Customer Engagement in DSR: The Role of Affective Commitment and Gamification Affordance," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    3. Bassam Dalal & Ahmad Aljarah, 2021. "How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    4. Huidong Sun & Mustafa Raza Rabbani & Naveed Ahmad & Muhammad Safdar Sial & Guping Cheng & Malik Zia-Ud-Din & Qinghua Fu, 2020. "CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy," Sustainability, MDPI, vol. 12(24), pages 1-22, December.
    5. Ali Raza & Amer Saeed & Muhammad Khalid Iqbal & Umair Saeed & Imran Sadiq & Naveed Ahmad Faraz, 2020. "Linking Corporate Social Responsibility to Customer Loyalty through Co-Creation and Customer Company Identification: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 12(6), pages 1-19, March.
    6. María Luisa Ríos-Rodríguez & José María Salgado-Cacho & Pilar Moreno-Jiménez, 2021. "What Impacts Socially Responsible Consumption?," Sustainability, MDPI, vol. 13(8), pages 1-14, April.
    7. Mobin Fatma & Imran Khan, 2023. "Corporate Social Responsibility and Brand Advocacy among Consumers: The Mediating Role of Brand Trust," Sustainability, MDPI, vol. 15(3), pages 1-10, February.
    8. T. Praveen Kumar & Santosh Basavaraj & K. Soundarapandiyan, 2024. "Can co‐creating in CSR initiatives influence loyal customers? Evidence from the banking industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 180-195, January.
    9. Naveed Ahmad & Zia Ullah & Asif Mahmood & Antonio Ariza-Montes & Alejandro Vega-Muñoz & Heesup Han & Miklas Scholz, 2021. "Corporate Social Responsibility at the Micro-Level as a “New Organizational Value” for Sustainability: Are Females More Aligned towards It?," IJERPH, MDPI, vol. 18(4), pages 1-14, February.
    10. Mobin Fatma & Imran Khan, 2023. "An Integrative Framework to Explore Corporate Ability and Corporate Social Responsibility Association’s Influence on Consumer Responses in the Banking Sector," Sustainability, MDPI, vol. 15(10), pages 1-11, May.
    11. Mobin Fatma & Imran Khan, 2023. "How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment?," Sustainability, MDPI, vol. 15(7), pages 1-10, March.
    12. Florina Pinzaru & Alina Mihaela Dima & Alexandra Zbuchea & Zoltan Veres, 2022. "Adopting Sustainability and Digital Transformation in Business in Romania: A Multifaceted Approach in the Context of the Just Transition," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(59), pages 1-28.
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