As you sow, so shall you reap
Finding customer-based outcomes of socially responsible coffee cafés
Bibliographic Data
| ID | 21295655 |
|---|---|
| Authors | Ishfaq Ahmed (0000-0003-1980-5872, University of the Punjab), Talat Islam (0000-0002-3968-4513, University of the Punjab), Siti Zaleha Abdul Rasid (0000-0001-7200-6899, University of Technology Malaysia), Farooq Anwar (0000-0001-5097-8128, University of Lahore), Arooj Khalid (University of the Punjab) |
| Year | 2020 |
| Volume | 122 |
| Issue | 9 |
| Pages | 3009-3026 |
| Publication date | 2020-06-24 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-01-2020-0031 |
| OpenAlex | W3033839032 |
| Language | EN |
| Citations received | 3 |
| References cited | 78 |
Purpose In the realm of increased competition among coffee café, the need for customer citizenship behavior (CCB) has increased. But the question of how a café can win CCB through firm-level and individual dispositional factors have not been gained due attention. Against this backdrop, this study aims to investigate a moderated-mediation model to predict CCB through CSR, affective commitment and service quality. Design/methodology/approach The data were collected from 797 coffee café visitors between April–June 2019. The respondents were approached through a convenience sampling technique. Findings Using both Structural Equation Modeling and Hayes Macros, data analysis proved that CSR significantly predicts affective commitment and CCB. Moreover, it is also witnessed that the presence of high service quality strengthens the mediation mechanism; thus, a moderated-mediation model is supported. Research limitations/implications The study is cross-sectional, although the design did not cause a common method variance. The model tested in the study offers a novel mechanism explaining the linking between CSR and CCB through affective commitment and service quality. The findings are useful for the management of café as the large sample size may offer generalizable results. Originality/value The study offers a novel way of predicting CCB, the desired customer behavior in the present competitive environment in the coffee market. The usefulness of the findings for management is yet another contribution offered by this study
Business · Competition (biology) · Mediation · Moderated mediation · Orchestration · Originality · Quality (philosophy) · Realm · Sample (material) · Service (business) · Service quality · Sociology · Structural equation modeling · Value (mathematics) · Variance (accounting) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Environmental Sustainability in Business · Marketing · Psychology · Social Psychology
Customer voluntary performance
Relationships between Providers and Users of Market Research
Relationships between Providers and Users of Market Research
Consumer–Company Identification
Customers as Good Soldiers
The Company and the Product
Antecedents and Consequences of Customer-Company Identification
The Commitment-Trust Theory of Relationship Marketing
A three-component conceptualization of organizational commitment
Common method biases in behavioral research
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Hospitality branding in emerging economies
The effects of corporate social responsibility on consumer loyalty through consumer perceived value
Managing customer citizenship behaviour
How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality
Mood and judgment
| Citations per year | 0.6 |
|---|---|
| Citation span | 2021 - 2023 (3) |
| Highly cited | No |