Corporate social responsibility authenticity as an antecedent to customer citizenship behavior: evidence from hospitality industry in Taiwan

ABSTRACT

Although corporate social responsibility (CSR) authenticity and customer citizenship behavior (CCB) are of great importance to the long-term success of businesses in the hospitality sector, the linkage between them has been an under-researched aspect. Based on social exchange theory and cognitive appraisal theory, a research model is developed to examine whether and how perceived CSR authenticity promotes customer citizenship behavior (CCB). The data was collected from 313 customers of the fast food restaurants in Taiwan and analyzed using PLS-SEM. The findings reveal that perceived CSR authenticity positively and directly impacts CCB. Further, this relationship is mediated by emotional attachment and feelings of gratitude and is positively moderated by altruism. This study contributes to the extant literature by uncovering the mechanisms through which CSR authenticity impacts CCB and provides crucial implications that help hospitality firms formulate more effective CSR strategies based on the perceived authenticity of their CSR activities.

尽管企业社会责任(CSR)真实性和客户公民行为(CCB)对于酒店业企业的长期成功至关重要,但它们之间的联系一直是一个研究不足的方面. 基于社会交换理论和认知评价理论,开发了一个研究模型,以检验感知的CSR真实性是否以及如何促进客户公民行为(CCB).数据收集自台湾313家快餐店的顾客,并使用PLS-SEM进行分析. 研究结果表明,感知到的CSR真实性对CCB产生了积极和直接的影响。此外,这种关系由情感依恋和感激感介导,并由利他主义积极调节. 本研究通过揭示企业社会责任真实性影响CCB的机制,为现有文献做出了贡献,并提供了关键启示,帮助酒店公司基于其企业社会责任活动的真实性制定更有效的企业社会责任战略.

KEYWORDS:

• Authenticity
• corporate social responsibility
• customer citizenship behavior
• emotional attachment
• gratitude
• altruism

Disclosure statement

No potential conflict of interest was reported by the authors.

Data availability statement

The data presented in this study are available on request from the corresponding author. The data are not publicly available due to assured participant confidentiality.

Supplementary material

Supplemental data for this article can be accessed online at https://doi.org/10.1080/19368623.2023.2188510

Additional information

Funding

This research received no external funding.