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

Mubushar, Muhammad and Norizan, Jaafar and Rossazana, Ab Rahim (2020) The influence of corporate social responsibility activities on customer value co-creation: the mediating role of relationship marketing orientation. Spanish Journal of Marketing-ESIC. ISSN 2444-9709

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Abstract

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.

Item Type: Article
Uncontrolled Keywords: Corporate social responsibility, Supplier, Local community Relationship marketing orientation, Customer value co-creation behavior, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Jaafar
Date Deposited: 25 Nov 2020 07:26
Last Modified: 25 Nov 2020 07:26
URI: http://ir.unimas.my/id/eprint/32914

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