ABSTRACT

Research question

Despite the increasing importance of customer engagement (CE) as a significant facet to facilitate increased profitability for organisations, little sport management research has examined antecedents and consequences of CE. Using the service-dominant logic as a theoretical framework, this study examines whether perceived corporate social responsibility (CSR) predicts value-in-use through CE, considering the moderating role of co-production.

Research methods

Participants (n = 483) were recruited from non-profit sports clubs in Iran. Structural equation modelling was applied to test the research model.

Results and Findings

The findings revealed positive associations between perceived CSR, CE, and value-in-use. Perceived CSR had a positive indirect effect on value-in-use through CE. Furthermore, co-production had a moderating effect on the relationship between perceived CSR and CE, where the relationship was stronger for individuals with higher co-production. Findings from this study suggest perceived CSR is a key antecedent of CE, highlighting the importance of co-production and CE in promoting value-in-use in non-profit sports clubs.

Implications

Non-profit sports clubs can co-create value by engaging customers through CSR. Findings from this study highlight the importance of CE and co-production in promoting value-in-use in non-profit sports clubs.

中文翻译：

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通过非营利体育俱乐部的客户参与，感知到的企业社会责任对使用价值的影响：共同生产的调节作用

摘要

研究问题

尽管客户参与（CE）作为促进组织盈利能力提高的一个重要方面越来越重要，但很少有体育管理研究考察了客户参与的前因和后果。本研究以服务主导逻辑为理论框架，考察了感知企业社会责任（CSR）是否可以通过 CE 预测使用价值，同时考虑到共同生产的调节作用。

研究方法

参与者（n = 483）是从伊朗的非营利体育俱乐部招募的。应用结构方程模型来测试研究模型。

结果和发现

研究结果显示，感知的企业社会责任、CE 和使用价值之间存在正相关关系。感知的企业社会责任通过 CE 对使用价值产生积极的间接影响。此外，共同生产对感知的企业社会责任和CE之间的关系有调节作用，对于具有较高共同生产的个人来​​说，这种关系更强。这项研究的结果表明，认知的企业社会责任是CE的一个关键先决条件，强调了联合生产和CE在促进非营利体育俱乐部使用价值方面的重要性。

影响

非营利体育俱乐部可以通过企业社会责任吸引客户来共同创造价值。这项研究的结果强调了CE和联合生产在提高非营利体育俱乐部的使用价值方面的重要性。