Curtin University Homepage
  • Library
  • Help
    • Admin

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item

    Drivers and relationship benefits of customer willingness to engage in CSR initiatives

    Access Status
    Fulltext not available
    Authors
    O'Brien, I.M.
    Ouschan, Robyn
    Jarvis, Wade
    Soutar, G.N.
    Date
    2020
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    O'Brien, I.M. and Ouschan, R. and Jarvis, W. and Soutar, G.N. 2020. Drivers and relationship benefits of customer willingness to engage in CSR initiatives. Journal of Service Theory and Practice. 30 (1): pp. 5-29.
    Source Title
    Journal of Service Theory and Practice
    DOI
    10.1108/JSTP-08-2018-0186
    ISSN
    2055-6225
    Faculty
    Faculty of Business and Law
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/79994
    Collection
    • Curtin Research Publications
    Abstract

    © 2019, Emerald Publishing Limited.

    Purpose: The purpose of this paper is to assess the impact of CSR initiative preference, customer helping orientation and customer participation on willingness to engage in CSR and to demonstrate the influence this engagement has on their commitment and loyalty to the organisation.

    Design/methodology/approach: This study entailed an online survey of customers from a large not-for-profit organisation (n = 210). Choice modelling is used to test a structural equation model of drivers and outcomes of willingness to engage in CSR.

    Findings: Results demonstrate the CSR initiative preferred by customers has a stronger impact on their willingness to engage with the CSR initiative (volunteering their time, effort, money) than either customers' helping orientation or customer participation. Furthermore, willingness to engage in CSR influences customer commitment and loyalty to support and recommend the organisation.

    Research limitations/implications: The results clearly demonstrate the significant impact that customers' preferences for and willingness to engage in CSR initiatives have on customers' relationship with not-for-profit organisations.

    Social implications: The results highlight the importance of taking into account customer preferences for CSR issues to encourage customers to engage in CSR initiatives designed to benefit society.

    Originality/value: Traditionally CSR literature has focused on how commercial firms' engagement in CSR creates value for the firm and society. The marketing literature has focused on how customer engagement in brand communities benefits the firm. This study extends the research by exploring customers’ willingness to engage in CSR with not-for-profit organisations. It uses Choice modelling to demonstrate the impact of customer preferences for local and aligned CSR initiatives on customer willingness to engage.

    Related items

    Showing items related by title, author, creator and subject.

    • Customer engagement in CSR: a utility theory model with moderating variables
      Jarvis, W.; Ouschan, Robyn; Burton, H.; Soutar, G.; O Brien, I. (2017)
      © 2017, © Emerald Publishing Limited. Purpose: Both customer engagement (CE) and corporate social responsibility (CSR) have been linked to customer loyalty. Past studies use service dominant logic and customer value ...
    • Urban regulation and diverse housing supply: An investigative panel
      Gilbert, C.; Rowley, Steven ; Gurran, N.; Leishman, C.; Mouritz, Mike; Raynor, K.; Cornell, C. (2020)
      © 2020 Australian Housing and Urban Research Institute. All rights reserved. Key points • Diversifying housing supply in response to changing demographic profiles and declining housing affordability has become a significant ...
    • Managing Engagement in an Emerging Economy Service
      Rabbanee, Fazlul ; Haque, Mohammed Moinul; Banik, Shanta; Islam, Mohammad Majedul (2019)
      © 2019, Emerald Publishing Limited. Purpose: The purpose of this paper is to offer a better understanding of managing engagement in an emerging economy service. It explores the role of organisational climates for initiative ...
    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorTitleSubjectDocument TypeThis CollectionIssue DateAuthorTitleSubjectDocument Type

    My Account

    Admin

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Follow Curtin

    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158

    Copyright | Disclaimer | Privacy statement | Accessibility

    Curtin would like to pay respect to the Aboriginal and Torres Strait Islander members of our community by acknowledging the traditional owners of the land on which the Perth campus is located, the Whadjuk people of the Nyungar Nation; and on our Kalgoorlie campus, the Wongutha people of the North-Eastern Goldfields.