Exploring the role of antecedents of product innovativeness and corporate social responsibility in extending customer citizenship behavior

Wen Zuo, Mu Tiantian, Ahmad Zuhairi Abdul Majid, Zhu Guangyu and Xu Yang

Economic Research-Ekonomska Istraživanja, 2022, vol. 35, issue 1, 4759-4777

Abstract: In recent times, enhancing and extending the customer base is possible when organizations increase customer citizenship behavior among their consumers. Since the customers are much aware of firms' social and environmental contributions thus, organizations take adequate measures to improve their product innovativeness and corporate social responsibility. Hence the current study is designed to ascertain the role of Corporate Social Responsibility (CSR) and product innovativeness in patronizing Customer Citizenship Behavior. Based on the survey research design, the current study applies structural equation modeling using Partial Least squares on the data set of 453 respondents. The results revealed that all proposed hypotheses were significant and positive. These findings imply that the service providers and manufacturers should increase transparency in the communication process through which CSR and innovativeness are effectively communicated to the customers, eventually assisting them in increasing their Customer Citizenship Behavior among customers. These results offer valuable policy insights.

Date: 2022
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DOI: 10.1080/1331677X.2021.2017319

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