Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2021.2017319
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
Xu Yang
Sažetak
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.
Ključne riječi
Product innovativeness; corporate social responsibility; customer citizenship behavior; determinants; PLS-SEM
Hrčak ID:
302771
URI
Datum izdavanja:
31.3.2023.
Posjeta: 192 *