Is CSR a motivator for socially responsible customers of for-profit social enterprises?
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Keywords:
CSR, relationship quality, motivation-hygiene theory, for-profit social enterprise, socially responsible customers.
Abstract
The rise and development of corporate social responsibility (CSR) as a very significant and influential dogma in current business practice supports the popularly held view that firms cumulatively enjoy substantial power and control over a vast majority of society’s resources. Such enormous power can be at times detrimental to society in general and as such it is just right that these corporate behemoths police themselves unilaterally and be of good service to the community. The objective of this research is to evaluate the bivalent effects as motivator and hygiene factor of CSR on socially responsible customers towards a for-profit social enterprise. This research also evaluates the significance of CSR towards customer relationship and positive word of mouth among Human Nature customers. Respondents in this study were the customers of an independent distributor of Human Nature products in the Philippines. Findings indicated that CSR wields a significant influence towards customer in enhancing customer relationship and CSR helps in encouraging customers to willingly support and endorse Human Nature products. CSR also exhibits bivalently both characteristics of motivator and hygiene factor in moderating the impact of perceived CSR towards relationship quality and positive word of mouth from customers. Results of this study can be used as a reinforcement to the idea that CSR can and could elicit positive attitude and behavior from customers. Furthermore, results of this study can also be used by scholars in further probing the corporate impact of various individual CSR initiatives instead of CSR itself in its totality.
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Morsing, M., & Spence, L. J. (2019). Corporate social responsibility (CSR) communication and small and medium sized enterprises: The governmentality dilemma of explicit and implicit CSR communication. Human Relations. https://doi.org/10.1177/0018726718804306
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta Analysis. 70(October), 136–153.
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Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2014.06.024
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Wattanakamolchai, S. (2008). The Evaluation of Service Quality by Socially Responsible Customers. 1–129.
Zhang, Q., Oo, B. L., & Lim, B. T. H. (2019). Drivers, motivations, and barriers to the implementation of corporate social responsibility practices by construction enterprises： A review. In Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2018.11.050
Bhatia, A., & Makkar, B. (2020). Stage of development of a country and CSR disclosure – the latent driving forces. International Journal of Law and Management. https://doi.org/10.1108/IJLMA-03-2020-0068
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138. https://doi.org/10.1177/0092070304268417
Brown, T. J., & Dacin, P. A. (1997). The Company and the Product : 61(January), 68–84.
Cone Communications. (2013). 2013 Cone Communications/ECHO Global CSR Study. 37.
D. Miranda-Quibot, H., A. Aquino, N., Paulino S. Trespalacio, Junior, J., & B. Cruz, M. (2020). Sustainability Reporting of Telecommunications Companies: Evidence from the Philippines. Asian Trade Association. https://doi.org/10.22447/jatb.7.1.202006.1
Darko, E., & Quijano, T. (2015). A Review of Social Enterprise Activity in the Philippines. British Council, August, August.
Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61(2), 35. https://doi.org/10.2307/1251829
Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70. https://doi.org/10.2307/1251946
Gatti, L., Seele, P., & Rademacher, L. (2019). Grey zone in – greenwash out. A review of greenwashing research and implications for the voluntary-mandatory transition of CSR. International Journal of Corporate Social Responsibility. https://doi.org/10.1186/s40991-019-0044-9
Gremler, D. D., & Gwinner, K. P. (2000). Customer-employee rapport in service relationships. Journal of Service Research, 3(1), 82–104. https://doi.org/10.1177/109467050031006
Herzberg, F. (1968). One more time: How do you motivate employees. Governance: An Internation Journal of Policy and Administration, 13(1), 5–24. https://doi.org/10.5815/ijigsp.2012.01.06
Kumar, V., Pozza, I. D., & Ganesh, J. (2013). Revisiting the satisfaction-loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89(3), 246–262. https://doi.org/10.1016/j.jretai.2013.02.001
Lacey, R., Kennett-Hensel, P. A., & Manolis, C. (2015). Is corporate social responsibility a motivator or hygiene factor? Insights into its bivalent nature. Journal of the Academy of Marketing Science, 43(3), 315–332. https://doi.org/10.1007/s11747-014-0390-9
Lichtenstein, D., Drumwright, M., & Braig, B. (2004). The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits. 19th Intelligent Transport Systems World Congress, ITS 2012, 68(October), AM-00086.
Mackey, J., & Sisodia, R. (2013). Conscious capitalism: liberating the heroic spirit of business. In Harvard Business Review Press. https://doi.org/10.5860/choice.50-6285
Marin, L., Ruiz, S., & Rubio, A. (2009). The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of Business Ethics, 84(1), 65–78. https://doi.org/10.1007/s10551-008-9673-8
Morsing, M., & Spence, L. J. (2019). Corporate social responsibility (CSR) communication and small and medium sized enterprises: The governmentality dilemma of explicit and implicit CSR communication. Human Relations. https://doi.org/10.1177/0018726718804306
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta Analysis. 70(October), 136–153.
Pascua, D. S. (2020). Sustainable corporate social responsibility practices of business establishments in region 2, philippines. Journal of Critical Reviews. https://doi.org/10.31838/jcr.07.11.08
Putranto, T. D. (2019). Wacana Berita PT. Djarum dan Bulu Tangkis Indonesia. Jurnal Studi Komunikasi, 3(1). https://doi.org/10.25139/jsk.v3i1.1052
Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2014.06.024
Vallester, C., Lindgreen, A., & Maon, F. (2012). Strategically Leveraging Corporate Social Responsibility: A Corporate Branding Perspective. California Management Review, 54(3), 34–60. https://doi.org/10.1525/cmr.2012.54.3.34.
Wattanakamolchai, S. (2008). The Evaluation of Service Quality by Socially Responsible Customers. 1–129.
Zhang, Q., Oo, B. L., & Lim, B. T. H. (2019). Drivers, motivations, and barriers to the implementation of corporate social responsibility practices by construction enterprises： A review. In Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2018.11.050
Published
2020-11-05
How to Cite
(2020). Is CSR a motivator for socially responsible customers of for-profit social enterprises?. Jurnal Studi Komunikasi, 4(3), 524-540. https://doi.org/10.25139/jsk.v4i3.2593
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