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Corporate social responsibility authenticity as an antecedent to customer citizenship behavior: evidence from hospitality industry in Taiwan by Dung Minh Nguyen; Yen-Ting Helena Chiu is a Business, Management and Accounting article available to read on EtoBox.

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Although corporate social responsibility (CSR) authenticity and customer citizenship behavior (CCB) are of great importance to the longterm success of businesses in the hospitality sector, the linkage between them has been an under-researched aspect. Based on social exchange theory and cognitive appraisal theory, a research model is developed to examine whether and how perceived CSR authenticity promotes customer citizenship behavior (CCB). The data was collected from 313 customers of the fast food restaurants in Taiwan and analyzed using PLS-SEM. The findings reveal that perceived CSR authenticity positively and directly impacts CCB. Further, this relationship is mediated by emotional attachment and feelings of gratitude and is positively moderated by altruism. This study contributes to the extant literature by uncovering the mechanisms through which CSR authenticity impacts CCB and provides crucial implications that help hospitality firms formulate more effective CSR strategies based on the perceived authenticity of their CSR activities. 尽管企业社会责任(CSR)真实性和客户公民行为(CCB)对于酒店业企 业的长期成功至关重要,但它们之间的联系一直是一个研究不足的方 面. 基于社会交换理论和认知评价理论,开发了一个研究模型,以检验 感知的CSR真实性是否以及如何促进客户公民行为(CCB).数据收集自 台湾313家快餐店的

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Author

Dung Minh Nguyen; Yen-Ting Helena Chiu

Publisher

Informa UK Limited

Published

2023

Language

EN

Field

Business, Management and Accounting (Social Sciences)