{"title":"企业社会责任真实性对顾客公民行为的影响——来自台湾酒店业的证据","authors":"D. M. Nguyen, Y. Chiu","doi":"10.1080/19368623.2023.2188510","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":47995,"journal":{"name":"Journal of Hospitality Marketing & Management","volume":null,"pages":null},"PeriodicalIF":11.9000,"publicationDate":"2023-03-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"5","resultStr":"{\"title\":\"Corporate social responsibility authenticity as an antecedent to customer citizenship behavior: evidence from hospitality industry in Taiwan\",\"authors\":\"D. M. Nguyen, Y. Chiu\",\"doi\":\"10.1080/19368623.2023.2188510\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":47995,\"journal\":{\"name\":\"Journal of Hospitality Marketing & Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":11.9000,\"publicationDate\":\"2023-03-11\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"5\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Hospitality Marketing & Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1080/19368623.2023.2188510\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality Marketing & Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/19368623.2023.2188510","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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.
期刊介绍:
The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.