Purpose

This study aims to analyse a proposed model depicting the direct and indirect relationship between consumer perceptions of corporate social responsibility (CSR) and customer citizenship behaviour (CCB) in the banking industry.

Design/methodology/approach

In this study, data was collected from banking consumers in India. The final sample included 505 responses. The hypotheses were tested using structural equation modelling.

Findings

The findings suggest that consumer perceptions of CSR are positively related to consumer identification with the company and CCB. Also, the relationship between consumer perception of CSR and CCB is mediated through consumer–company identification. This suggests that CSR activities are positively related with the consumer identification with their company, which encourages CCB.

Originality/value

This study contributes empirically and theoretically to expand the limited knowledge about the cognitive link between CSR and consumer behaviour. This study provides new insights about the proposed relationships related to the effects of consumer perception of CSR on CCB.

中文翻译：

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企业社会责任与客户-公民行为：客户-企业认同的作用

目的

本研究旨在分析一个模型，该模型描述了消费者对企业社会责任 (CSR) 的看法与银行业的客户公民行为 (CCB) 之间的直接和间接关系。

设计/方法/方法

在这项研究中，数据是从印度的银行消费者那里收集的。最终样本包括 505 个响应。使用结构方程模型对假设进行了检验。

发现

研究结果表明，消费者对企业社会责任的看法与消费者对公司和建行的认同呈正相关。此外，消费者对企业社会责任的看法与建行之间的关系是通过消费者-公司识别来调节的。这表明企业社会责任活动与消费者对其公司的认同正相关，这鼓励了建行。

原创性/价值

本研究在经验和理论上有助于扩展关于企业社会责任与消费者行为之间认知联系的有限知识。本研究提供了关于与消费者对 CSR 的感知对 CCB 的影响相关的拟议关系的新见解。