Exploring the role of antecedents of product innovativeness and corporate social responsibility in extending customer citizenship behavior

In recent times, enhancing and extending the customer base is possible when organizations increase customer citizenship behavior among their consumers. Since the customers are much aware of firms' social and environmental contributions thus, organizations take adequate measures to improve their...

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Bibliographic Details
Published in:Economic research - Ekonomska istraživanja 2022-12, Vol.35 (1), p.4759-4777
Main Authors: Zuo, Wen, Tiantian, Mu, Abdul Majid, Ahmad Zuhairi, Guangyu, Zhu, Yang, Xu
Format: Article
Language:English
Subjects:
Citizenship
Communication
Consumer behavior
corporate social responsibility
customer citizenship behavior
Customers
Design
determinants
Economic theory
Environmental aspects
Patronizing
PLS-SEM
Polls & surveys
Product innovativeness
R&D
Research & development
Social responsibility
Transparency
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Summary:In recent times, enhancing and extending the customer base is possible when organizations increase customer citizenship behavior among their consumers. Since the customers are much aware of firms' social and environmental contributions thus, organizations take adequate measures to improve their product innovativeness and corporate social responsibility. Hence the current study is designed to ascertain the role of Corporate Social Responsibility (CSR) and product innovativeness in patronizing Customer Citizenship Behavior. Based on the survey research design, the current study applies structural equation modeling using Partial Least squares on the data set of 453 respondents. The results revealed that all proposed hypotheses were significant and positive. These findings imply that the service providers and manufacturers should increase transparency in the communication process through which CSR and innovativeness are effectively communicated to the customers, eventually assisting them in increasing their Customer Citizenship Behavior among customers. These results offer valuable policy insights.
ISSN:1331-677X
1848-9664
DOI:10.1080/1331677X.2021.2017319