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The impact of corporate social responsibility activities on stakeholders' value co‐creation behaviour

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Listed:
  • Muhammad Mubushar
  • Shahid Rasool
  • Muhammad Imtiaz Haider
  • Roberto Cerchione

Abstract

This paper analyses the relationships between corporate social responsible employees, corporate social responsible suppliers and customer value co‐creation behaviour in banking industry. More in detail it aims to investigate the mediating effect of relationship marketing orientation between corporate social responsibility (CSR) activities and customer value co‐creation behaviour. Data collected from 383 banking customers are analysed through smart partial least square (PLS). The results highlight that corporate social responsible employees and suppliers have a positive impact on customer value co‐creation behaviour. Moreover, relationship marketing orientation has a mediating role between CSR activities and customer value co‐creation behaviour.

Suggested Citation

  • Muhammad Mubushar & Shahid Rasool & Muhammad Imtiaz Haider & Roberto Cerchione, 2021. "The impact of corporate social responsibility activities on stakeholders' value co‐creation behaviour," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1906-1920, November.
    • Handle: RePEc:wly:corsem:v:28:y:2021:i:6:p:1906-1920
    DOI: 10.1002/csr.2168
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