IDEAS home Printed from https://ideas.repec.org/a/wly/corsem/v32y2025i1p580-598.html
   My bibliography  Save this article

The effect of corporate social responsibility on customer engagement and citizenship behavior

Author

Listed:
  • Muhammad Mubushar
  • Roberto Cerchione
  • Shahid Rasool
  • Piera Centobelli
  • Mariarosaria Morelli

Abstract

Due to the hybrid‐competitive market and the economic crisis, consumers are more ethically concerned about companies failing to adhere to environmental and human rights standards. Thus, companies have implemented corporate social responsibility (CSR) initiatives to improve their ethical performance and establish the groundwork for sustainable growth and competitive advantage. Relationship marketing orientation (RMO) contributes to strengthen customers relationships and value co‐creation. Drawing from the stakeholder theory, this study aims to examine how CSR initiatives, that is, customer‐oriented and employee‐oriented, affect customer participation behavior (CPB) and customer citizenship behavior (CCB) in the banking sector. The main findings highlight a significant correlation between the CSR initiatives and customer value co‐creation behavior. Finally, by triangulating CSR, RMO, and value co‐creation, this study aims to provide more insights on RMO and CSR strategies for academicians and practitioners.

Suggested Citation

  • Muhammad Mubushar & Roberto Cerchione & Shahid Rasool & Piera Centobelli & Mariarosaria Morelli, 2025. "The effect of corporate social responsibility on customer engagement and citizenship behavior," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 32(1), pages 580-598, January.
    • Handle: RePEc:wly:corsem:v:32:y:2025:i:1:p:580-598
    DOI: 10.1002/csr.2960
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/csr.2960
    Download Restriction: no
    File URL: https://libkey.io/10.1002/csr.2960?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:corsem:v:32:y:2025:i:1:p:580-598. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: https://doi.org/10.1002/(ISSN)1535-3966 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.