Next Article in Journal
The Survival of Cultural Firms: A Study of Multiple Accounting Parameters in Spain
Next Article in Special Issue
Effect of Corporate Social Responsibility on Community Resilience: Empirical Evidence in the Nickel Mining Industry in Southeast Sulawesi, Indonesia
Previous Article in Journal
The Roads, Tracks, Paths, and Ropeways of the First World War: An Opportunity to Preserve, Maintain, and Valorize Alpine Landscape
Previous Article in Special Issue
Effect of Transaction Rules on Enterprise Transaction Costs Based on Williamson Transaction Cost Theory in Nanhai, China
 
 
Search for Articles:
Title / Keyword
Author / Affiliation / Email
Journal
Article Type
 
 
Advanced Search
 
Section
Special Issue
Volume
Issue
Number
Page
 
Journals
Sustainability
Volume 12
Issue 3
10.3390/su12031158
sustainability-logo
Submit to this Journal Review for this Journal Propose a Special Issue
► Article Menu

Article Menu

share Share announcement Help format_quote Cite question_answer Discuss in SciProfiles
first_page
settings
Order Article Reprints
Font Type:
Arial Georgia Verdana
Font Size:
Aa Aa Aa
Line Spacing:
Column Width:
Background:
Article

Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers

by
Ishfaq Ahmed
1,
Mian Sajid Nazir
2,*,
Imran Ali
3,
Mohammad Nurunnabi
4,5,*,
Arooj Khalid
6 and
Muhammad Zeeshan Shaukat
7
1
Hailey College of Commerce, University of the Punjab, Lahore, Punjab 54000, Pakistan
2
Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Punjab 54000, Pakistan
3
Department of Business Administration, Faculty of Economics and Administration, King Abdulaziz University, P.O Box 80201, Jeddah 21589, Saudi Arabia
4
Department of Accounting, Prince Sultan University, P.O. Box 66833, Riyadh 11586, Saudi Arabia
5
St Antony’s College, University of Oxford, Oxford, 62 Woodstock Road, Oxford OX2 6JF, UK
6
Institute of Quality & Technology Management, University of the Punjab, Lahore, Punjab 54000, Pakistan
7
Institute of Business & Management, University of Engineering & Technology, Lahore, Punjab 39161, Pakistan
*
Authors to whom correspondence should be addressed.
Sustainability 2020, 12(3), 1158; https://doi.org/10.3390/su12031158
Submission received: 3 January 2020 / Revised: 24 January 2020 / Accepted: 29 January 2020 / Published: 6 February 2020
(This article belongs to the Special Issue Corporate Social Responsibility (CSR) in Developing Countries: Current Trends and Development)
Browse Figure
Versions Notes

Abstract

Researchers and scholars have widely attributed corporate social responsibility (CSR) to enormous outcomes. However, the customer-specific outcomes are either less investigated or lack clarity. By focusing on perceptual, attitudinal and behavioral outcomes of CSR, this study entails that CSR influences customers’ citizenship behavior (behavioral outcome) both directly and indirectly (through service quality and affective commitment—perceptual and attitudinal outcomes). Survey data collected from 669 fast-food restaurant customers were analyzed through the structural equation modeling technique. The results revealed a positive and significant relationship between restaurants’ CSR efforts and customers’ behavioral responses in terms of citizenship behavior. Findings also highlight that CSR does not only have a direct relation but the sequential mediation mechanism also exists. The study extends the existing literature by focusing on the ignored causal link of CSR and customer citizenship behavior (CCB) by considering the service quality and affective commitment as an explanatory mechanism, and provides certain practical implications which could also be useful for managers of the restaurant industry to devise their socially responsible practices.
Keywords: affective commitment; corporate social responsibility; customer citizenship behavior; developing country; fast-food restaurants; service quality affective commitment; corporate social responsibility; customer citizenship behavior; developing country; fast-food restaurants; service quality

Share and Cite

MDPI and ACS Style

Ahmed, I.; Nazir, M.S.; Ali, I.; Nurunnabi, M.; Khalid, A.; Shaukat, M.Z. Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers. Sustainability 2020, 12, 1158. https://doi.org/10.3390/su12031158

AMA Style

Ahmed I, Nazir MS, Ali I, Nurunnabi M, Khalid A, Shaukat MZ. Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers. Sustainability. 2020; 12(3):1158. https://doi.org/10.3390/su12031158

Chicago/Turabian Style

Ahmed, Ishfaq, Mian Sajid Nazir, Imran Ali, Mohammad Nurunnabi, Arooj Khalid, and Muhammad Zeeshan Shaukat. 2020. "Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers" Sustainability 12, no. 3: 1158. https://doi.org/10.3390/su12031158

APA Style

Ahmed, I., Nazir, M. S., Ali, I., Nurunnabi, M., Khalid, A., & Shaukat, M. Z. (2020). Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers. Sustainability, 12(3), 1158. https://doi.org/10.3390/su12031158

Note that from the first issue of 2016, this journal uses article numbers instead of page numbers. See further details here.

Article Metrics

Back to TopTop