"Do Good, Have Good": A Serial Mediation Analysis of CSR with Customers' Outcomes

Ishfaq Ahmed; Mian Sajid Nazir; Imran Ali; Arooj Khalid; Muhammad Zeeshan Shaukat; Farooq Anwar

doi:10.3389/fpsyg.2020.00598

"Do Good, Have Good": A Serial Mediation Analysis of CSR with Customers' Outcomes

Front Psychol. 2020 Apr 28:11:598. doi: 10.3389/fpsyg.2020.00598. eCollection 2020.

Authors

Ishfaq Ahmed¹, Mian Sajid Nazir², Imran Ali³, Arooj Khalid⁴, Muhammad Zeeshan Shaukat⁵, Farooq Anwar⁶

Affiliations

¹ Hailey College of Commerce, University of the Punjab, Lahore, Pakistan.
² Department of Management Sciences, COMSATS University Islamabad Lahore Campus, Lahore, Pakistan.
³ Department of Business Administration, Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Saudi Arabia.
⁴ Institute of Quality & Technology Management, University of the Punjab, Lahore, Pakistan.
⁵ Faculty of Management Sciences, University of Central Punjab, Lahore, Pakistan.
⁶ Lahore Business School, University of Lahore, Lahore, Pakistan.

Abstract

Corporate social responsibility (CSR) is envisaged to offer several outcomes and while customer-specific consequences are unclear or have not obtained due attention, there is a dearth of literature that focuses on perceptual, attitudinal and behavioral outcomes in tandem. Against this backdrop, this study entails the investigation of perceptual (service quality), attitudinal (affective commitment) and behavioral (customer citizenship behavior) outcomes of CSR through a serial mediation mechanism. A total of 994 responses obtained from fast-food restaurants, highlight the fact that CSR influences service quality, affective commitment, and customer citizenship behavior. Moreover, it is witnessed that CSR influences customer citizenship behavior indirectly as well, as the serial mediation mechanism is also proved. The practical and theoretical usefulness of the study is also provided at the end.

Keywords: affective commitment; corporate social responsibility; customer citizenship behavior; developing country; fast food restaurants; service quality.