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

Bibliographic Data

ID15068027
AuthorsWen Zuo (Hunan University of Science and Engineering), Zuo Wen (Hunan University of Science and Engineering, corresponding author), Mu Tiantian (Universiti Sains Malaysia), Tiantian Mu (0000-0002-1827-3483, Universiti Sains Malaysia), Ahmad Zuhairi Abdul Majid (0000-0001-7479-2117, Universiti Sains Malaysia), Zhu Guangyu (Communication University of Zhejiang), Xu Yang (0000-0001-5928-7710, Universiti Sains Malaysia)
Year2022
Volume35
Issue1
Pages4759-4777
Publication date2022-12-31
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueEconomic Research-Ekonomska Istraživanja (JOURNAL)
Journal identifiersISSN: 1331-677X • E-ISSN: 1848-9664
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/1331677x.2021.2017319
OpenAlexW4205488084
LanguageEN
Citations received1
References cited86

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

Business · Citizenship · Corporate social responsibility · Customer base · Customer engagement · Organizational citizenship behavior · Organizational commitment · Political science · Public relations · Social media · Social responsibility · Structural equation modeling · Computer Science · Digital Marketing and Social Media · Environmental Sustainability in Business · Technology Adoption and User Behaviour · Marketing

Tools

Open DOIOpen Access