Investigating the effects of corporate social responsibility on customer citizenship behavior with the mediating roles of corporate image and perceived service quality

Purpose The purpose of this study is to measure the effect of initiating corporate social responsibility (CSR) in a service-based company (Pasargad Bank in Tehran) on customers' extra-role behaviors, known as customer citizenship behavior (CCB). The mediating roles of perceived service quality (PSQ) and corporate image (CI) are measured in this model to find out whether they foster this relationship or not. Design/methodology/approach This study has been conducted on Iranian Pasargad Bank customers. This study is an empirical study using the questionnaire survey method. Structural equation modeling is used to measure the research framework. Findings It is revealed that the PSQ has a partial and positive effect on CCB. Moreover, the variance accounted for index has been used to examine the mediating roles of PSQ and CI in the model of this study. Furthermore, according to the results, CSR positively and directly affects CCB. Among the mediators, PSQ is a partial mediator in the relationship between CSR and CCB. On the other hand, CI was found not to be a mediator in the mentioned relationship in this study. Originality/value Studying PSQ would give a broader insight into service providers initiating CSR activities and their outcomes as CCB. Linking the service industry and citizenship behavior would enlighten researchers and service providers to improve their levels of standards.