Show simple item record

dc.contributor.authorO'Brien, I.M.
dc.contributor.authorOuschan, Robyn
dc.contributor.authorJarvis, Wade
dc.contributor.authorSoutar, G.N.
dc.date.accessioned2020-07-10T05:39:21Z
dc.date.available2020-07-10T05:39:21Z
dc.date.issued2020
dc.identifier.citationO'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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/79994
dc.identifier.doi10.1108/JSTP-08-2018-0186
dc.description.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.

dc.languageEnglish
dc.publisherEMERALD GROUP PUBLISHING LTD
dc.subjectSocial Sciences
dc.subjectBusiness
dc.subjectManagement
dc.subjectBusiness & Economics
dc.subjectCustomer engagement in CSR
dc.subjectCustomer engagement in not for profit organisations
dc.subjectCustomer relationship benefits
dc.subjectCORPORATE SOCIAL-RESPONSIBILITY
dc.subjectCO-CREATION
dc.subjectCOMPETITIVE ADVANTAGE
dc.subjectBRAND ENGAGEMENT
dc.subjectMEDIATING ROLE
dc.subjectCOMMITMENT
dc.subjectSERVICE
dc.subjectTRUST
dc.subjectSATISFACTION
dc.subjectPARTICIPATION
dc.titleDrivers and relationship benefits of customer willingness to engage in CSR initiatives
dc.typeJournal Article
dcterms.source.volume30
dcterms.source.number1
dcterms.source.startPage5
dcterms.source.endPage29
dcterms.source.issn2055-6225
dcterms.source.titleJournal of Service Theory and Practice
dc.date.updated2020-07-10T05:39:21Z
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available
curtin.facultyFaculty of Business and Law
curtin.contributor.orcidOuschan, Robyn [0000-0002-9106-7272]
curtin.contributor.scopusauthoridOuschan, Robyn [24559245900]


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record