企业社会责任
业务
营销
共同创造
非概率抽样
顾客价值
价值(数学)
结构方程建模
客户关系管理
独创性
关系营销
市场营销管理
公共关系
定性研究
经济
微观经济学
政治学
人口
数学
利润(经济学)
社会科学
人口学
社会学
计算机科学
机器学习
统计
作者
Muhammad Mubushar,Norizan Jaafar,Rossazana Ab Rahim
标识
DOI:10.1108/sjme-12-2019-0101
摘要
Purpose This paper aims to investigate the impact of external stakeholders-related corporate social responsibility (CSR) activities (local community and suppliers) on customer value co-creation behavior. This study also aims to examine the mediating role of relationship marketing orientation (RMO) on the relationship of CSR activities and customer value co-creation behavior. Design/methodology/approach The main problem of dichotomy between customers and the management was existing in banking sector so that’s why through purposive sampling, banking customers were selected for data collection through a self-administered questionnaire. Structural equation modeling was used to test the proposed hypotheses. Findings The present study found that both local community-related and supplier-related CSR activities have a positive impact on customer value co-creation behavior. Relationship marketing orientation mediates between the link of CSR activities and customer value co-creation behavior. The strength of RMO in CSR supplier and customer value co-creation behavior is found to be more dominant. Research limitations/implications This study is restricted to one country under-investigation; therefore, it can be replicated with a larger and more geographically diverse sample. Practical implications This study offers insights to the banking sector that local community-related CSR activities contribute to the value co-creation behavior and minimize the social problems of Pakistan. Originality/value The findings of this study highlight that top management of banks can enhance the customer’s participation in services by using valuable CSR activities. The results imply the importance of interactions between the recipient of services and service providers. Stakeholder theory has previously been applied to examine stakeholders’ value maximization; this study uses stakeholder theory to examine shareholders’ value co-creation.
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