Impact of CSR on Customer Citizenship Behavior: Mediating the Role of Customer Engagement

Mobin Fatma () and Imran Khan
Additional contact information
Mobin Fatma: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia
Imran Khan: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia

Sustainability, 2023, vol. 15, issue 7, 1-11

Abstract: The goal of this study is to analyze a proposed model that shows how customer perceptions of corporate social responsibility (CSR) and customer citizenship behavior (CCB) in the banking sector are directly and indirectly related. In addition, we examine how CSR contributes to the growth of customer engagement. Customers of Indian banks made up the study’s target population, and 363 responses were collected as part of the sample. According to the findings, customer perception of CSR is favorably correlated with customer engagement and CCB. Moreover, customer engagement serves as a mediating factor in the link between consumer perception of CSR and CCB. Our findings demonstrate that CSR influences consumer engagement directly, and that customer engagement partially mediates the relationship between CSR and CCB. The results also provide evidence in favor of CSR and customer engagement as CCB outcomes.

Keywords: CSR; CCB; corporate social responsibility; customer citizenship behavior; banks; customer engagement (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/7/5802/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/7/5802/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:7:p:5802-:d:1108429

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().