In the realm of increased competition among coffee cafe, the need for customer citizenship behavior (CCB) has increased. But the question of how a cafe can win CCB through firm-level and individual dispositional factors have not been gained due attention. Against this backdrop, this study aims to investigate a moderated-mediation model to predict CCB through CSR, affective commitment and service quality.,The data were collected from 797 coffee cafe visitors between April–June 2019. The respondents were approached through a convenience sampling technique.,Using both Structural Equation Modeling and Hayes Macros, data analysis proved that CSR significantly predicts affective commitment and CCB. Moreover, it is also witnessed that the presence of high service quality strengthens the mediation mechanism; thus, a moderated-mediation model is supported.,The study is cross-sectional, although the design did not cause a common method variance. The model tested in the study offers a novel mechanism explaining the linking between CSR and CCB through affective commitment and service quality. The findings are useful for the management of cafe as the large sample size may offer generalizable results.,The study offers a novel way of predicting CCB, the desired customer behavior in the present competitive environment in the coffee market. The usefulness of the findings for management is yet another contribution offered by this study.

中文翻译：

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播种即收获：寻找具有社会责任感的咖啡馆以客户为基础的成果

在咖啡馆之间竞争加剧的领域，对客户公民行为 (CCB) 的需求也有所增加。但咖啡馆如何通过公司层面和个人性格因素赢得CCB的问题并没有得到应有的重视。在此背景下，本研究旨在研究通过 CSR、情感承诺和服务质量来预测 CCB 的调节中介模型。数据来自 2019 年 4 月至 6 月期间的 797 名咖啡馆访客。通过便利抽样与受访者进行接触技术。,使用结构方程模型和海耶斯宏，数据分析证明CSR显着预测情感承诺和CCB。此外，也见证了高服务质量的存在加强了调解机制；因此，支持调解调解模型。，该研究是横断面研究，但该设计并未导致共同方法差异。研究中测试的模型提供了一种新机制，通过情感承诺和服务质量来解释 CSR 与 CCB 之间的联系。这些发现对咖啡馆的管理很有用，因为大样本量可能会提供可概括的结果。,该研究提供了一种预测 CCB 的新方法，即在当前咖啡市场竞争环境中期望的客户行为。研究结果对管理的有用性是本研究提供的另一个贡献。这些发现对咖啡馆的管理很有用，因为大样本量可能会提供可概括的结果。,该研究提供了一种预测 CCB 的新方法，即在当前咖啡市场竞争环境中期望的客户行为。研究结果对管理的有用性是本研究提供的另一个贡献。这些发现对咖啡馆的管理很有用，因为大样本量可能会提供可概括的结果。,该研究提供了一种预测 CCB 的新方法，即在当前咖啡市场竞争环境中期望的客户行为。研究结果对管理的有用性是本研究提供的另一个贡献。