Abstract
This study examines the effects of corporate social responsibility on
customer advocacy behavior with mediating role of customer attitude (i.e.
satisfaction) using social exchange and expectation conformation theories
respectively. Data collected through a self-administered questionnaire from 302
customers of cellular service providers of Pakistan was analyzed using
confirmatory factor analysis and structural equations model. Mediation
hypothesis was tested with bootstrapping method. Results showed that corporate
social responsibility has indirect effect on customer advocacy behavior while
direct effect hypothesis was not supported. Results also provided support for
direct effect of corporate social responsibility on customer satisfaction, and
direct effect of customer satisfaction on customer advocacy behavior.
Implications for organizational managers and directions for future studies have
been suggested along with limitations of the study
Khurram Shahzad, Asma Gul, Kamran Azam. (2016) Doing Good Is Doing Right: Effects of Corporate Social Responsibility on Customer Attitude and Behavior, Abasyn Journal of Social Sciences, Volume-09, Issue-2.
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