Impact of CSR on Customer Citizenship Behavior: Mediating the Role of Customer Engagement

Abstract

The goal of this study is to analyze a proposed model that shows how customer perceptions of corporate social responsibility (CSR) and customer citizenship behavior (CCB) in the banking sector are directly and indirectly related. In addition, we examine how CSR contributes to the growth of customer engagement. Customers of Indian banks made up the study’s target population, and 363 responses were collected as part of the sample. According to the findings, customer perception of CSR is favorably correlated with customer engagement and CCB. Moreover, customer engagement serves as a mediating factor in the link between consumer perception of CSR and CCB. Our findings demonstrate that CSR influences consumer engagement directly, and that customer engagement partially mediates the relationship between CSR and CCB. The results also provide evidence in favor of CSR and customer engagement as CCB outcomes.