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CSR and customer orientation: a sustainable pathway towards competitive advantage? A customer’s perspective

Author

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  • Shahzad Mahmood
  • Zia Khan

Abstract

Purpose - This paper aims to examine the effects of corporate social responsibility (CSR) on customer orientation and competitive advantage. Design/methodology/approach - Data were collected from 368 retail banking customers in Pakistan and analysed using partial least squares-based structural equation modelling. Findings - Firstly, the research findings indicate that CSR has a positive and significant effect on customer orientation. Secondly, CSR and customer orientation were found to be the antecedents of competitive advantage. Practical implications - Managers can use CSR activities strategically to enhance the perceptions of a firm’s customer orientation in their minds. This can then lead towards achieving a competitive advantage over rivals. The trend of being socially responsible, as well as customer-orientated, can lead to a healthy ecosystem within the industry, which in turn will benefit its stakeholders. Originality/value - Firstly, this is one of the pioneering studies that investigate the relationship between CSR and customer orientation. Secondly, it examines the under-explored roles of CSR and customer orientation as antecedents of competitive advantage.

Suggested Citation

  • Shahzad Mahmood & Zia Khan, 2022. "CSR and customer orientation: a sustainable pathway towards competitive advantage? A customer’s perspective," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 19(4), pages 741-755, April.
    • Handle: RePEc:eme:srjpps:srj-04-2020-0139
    DOI: 10.1108/SRJ-04-2020-0139
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    Cited by:

    1. Mobin Fatma & Imran Khan, 2023. "Impact of CSR on Customer Citizenship Behavior: Mediating the Role of Customer Engagement," Sustainability, MDPI, vol. 15(7), pages 1-11, March.

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