A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance |
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| Institution: | 1. Lecturer in Marketing, Business Administration Dept Faculty of Commerce-Assiut University, Egypt;2. Department of Business Administration, Faculty of Commerce, Kafrelsheikh University, Kafrelsheikh City, Egypt;3. Nottingham Business School, Nottingham Trent University, Nottingham, United Kingdom;4. University of Sadat City, Sadat City, Menofia, Egypt;1. Sauder School of Business, University of British Columbia (UBC), Vancouver, British Columbia, V6T 1Z2, Canada;2. Rowe School of Business, Dalhousie University, Halifax, NS, B3H 4R2, Canada;1. Ehrenberg-Bass Institute, UniSA Business, University of South Australia, City West Campus Level 4, Yungondi Building, North Terrace Adelaide, SA 5000, Australia;2. Massey University, Auckland, New Zealand;1. Instituto Multidisciplinar de Empresa, University of Salamanca, Campus Unamuno. Edificio FES, 37007, Salamanca, Spain;2. Instituto Multidisciplinar de Empresa, Universidad Laica Eloy Alfaro de Manabí, Av. Circunvalacion, Manta, Ecuador;3. Instituto Multidisciplinar de Empres, University of Sao Paulo, Brazil;4. Instituto Multidisciplinar de Empresa University of Salamanca, Spain;1. Faculty of Economic and Management Sciences, North-West University, Potchefstroom, South Africa;2. Department of Marketing, Monash University, Melbourne, Victoria, Australia;3. WorkWell Research Unit, North-West University, Potchefstroom, South Africa;1. Department of Management, Marketing, and Logistics, Georgia College & State University, 231 W Hancock St., 215A Atkinson Hall, Milledgeville, GA, 31061, USA;2. Department of Retailing, University of South Carolina, 705 Close-Hipp, Columbia, SC, 29201, USA |
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| Abstract: | Factors promoting customer citizenship behaviour are of great interest to both practitioners and academics because customer citizenship behaviour is a notable driver of business success. This study examines the role of value relevance and ethical standards in shaping consumers perceptions about retailers commitment to corporate social responsibility (CSR) and its effects on customer citizenship behaviour under different cultural contexts. It also examines the critical role of personality in shaping citizenship behaviours. Data from the UK and Egyptian consumers were collected and analysed. Data were collected from 1757 consumers and analysed using structural equation modelling (PLS/SEM). The findings indicated that value relevance and ethical standards are key drivers of retailer commitment to CSR, which in turns lead to customer citizenship behaviour. Moreover, the multiple-group analysis revealed that the degree of effect of these variables on customer citizenship behaviour differs between customers in Egypt and the UK. Specifically, the effect of value relevance and ethical standards on retailer commitment to CSR is stronger for the Egyptian customers than for the UK customers, while, CSR has stronger effects on customer citizenship behaviour for the British consumers than for the Egyptian customers. The managerial and theoretical implications were identified. |
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| Keywords: | CSR Ethical standards Value relevance Customer citizenship behaviour Personality traits Cross-national differences |
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