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Doing Good Is Doing Right: Effects of Corporate Social Responsibility on Customer Attitude and Behavior

Abstract

This study examines the effects of corporate social responsibility on customer advocacy behavior with mediating role of customer attitude (i.e. satisfaction) using social exchange and expectation conformation theories respectively. Data collected through a self-administered questionnaire from 302 customers of cellular service providers of Pakistan was analyzed using confirmatory factor analysis and structural equations model. Mediation hypothesis was tested with bootstrapping method. Results showed that corporate social responsibility has indirect effect on customer advocacy behavior while direct effect hypothesis was not supported. Results also provided support for direct effect of corporate social responsibility on customer satisfaction, and direct effect of customer satisfaction on customer advocacy behavior. Implications for organizational managers and directions for future studies have been suggested along with limitations of the study.

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