Is CSR a motivator for socially responsible customers of for-profit social enterprises?

  • Dela Salle University Manila
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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.

Author Biography

, Dela Salle University Manila
Enrico C. Mendoza, 48 years old, married and a resident at No.4 Yakal Road, Pilar Village, Las Pinas City. He graduated with a degree in Bachelor of Science in Commerce major in Accounting from Colegio de San Juan de Letran Manila in October of 1991. He earned his Masters Degree in Business Administration from De La Salle University Manila in 1997. Currently, he is taking up Phd. in Business also at De La Salle University Manila. He is also a licensed Certified Public Accountant.

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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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Articles