The influence of corporate social responsibility activities on customer value co-creation: the mediating role of relationship marketing orientation

• Main Authors: Mubushar, Muhammad, Norizan, Jaafar, Rossazana, Ab Rahim
• Format: Article
• Language: English
• Published: Emerald Publishing Limited 2020
• Subjects: H Social Sciences (General)
• Online Access: http://ir.unimas.my/id/eprint/32914/1/The%20influence%20of%20corporate%20socialresponsibility%20activities%20oncustomer%20value%20co-creation%20themediating%20role%20of%20relationshipmarketing%20orientation_pdf.pdf; http://ir.unimas.my/id/eprint/32914/; https://www.emerald.com/insight/2444-9709.htm

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.