The effect of corporate social responsibility on customer engagement and citizenship behavior

Muhammad Mubushar, Roberto Cerchione, Shahid Rasool, Piera Centobelli and Mariarosaria Morelli

Corporate Social Responsibility and Environmental Management, 2025, vol. 32, issue 1, 580-598

Abstract: Due to the hybrid‐competitive market and the economic crisis, consumers are more ethically concerned about companies failing to adhere to environmental and human rights standards. Thus, companies have implemented corporate social responsibility (CSR) initiatives to improve their ethical performance and establish the groundwork for sustainable growth and competitive advantage. Relationship marketing orientation (RMO) contributes to strengthen customers relationships and value co‐creation. Drawing from the stakeholder theory, this study aims to examine how CSR initiatives, that is, customer‐oriented and employee‐oriented, affect customer participation behavior (CPB) and customer citizenship behavior (CCB) in the banking sector. The main findings highlight a significant correlation between the CSR initiatives and customer value co‐creation behavior. Finally, by triangulating CSR, RMO, and value co‐creation, this study aims to provide more insights on RMO and CSR strategies for academicians and practitioners.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1002/csr.2960

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:wly:corsem:v:32:y:2025:i:1:p:580-598

Access Statistics for this article

More articles in Corporate Social Responsibility and Environmental Management from John Wiley & Sons
Bibliographic data for series maintained by Wiley Content Delivery ().