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The impact of corporate social responsibility on customer citizenship behavior: The mediating role of customer-company identification and moderating role of generation.

Fatima Alhouz
Abdulbaset Hasouneh
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Abstract

This study investigates the impact of corporate social responsibility (CSR) on customer citizenship behavior in the hospitality industry. Further, it explores the mediation effect of customer-company identification and the moderating role of generation in the CSR-customer citizenship behavior relationship. Data from 430 customers have been collected from five-star hotels in North Cyprus and the structural equation model has been employed to test the study hypotheses. The results revealed that CSR has a strong impact on customer citizenship behavior. Further, customer-company identification partially mediated the positive relationship between CSR and customer citizenship behavior. Moreover, generation moderates CSR and customer citizenship behavior relationship.


Keywords:
corporate social responsibility, customer citizenship behavior, generation, customer-company identification, hospitality
About this Article
Alhouz, F., & Hasouneh, A. (2020). The impact of corporate social responsibility on customer citizenship behavior: The mediating role of customer-company identification and moderating role of generation. Journal of Sustainable Marketing, 1(1), 10–21. https://doi.org/10.51300/josm-2020-13

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