تأثیر ادراک مشتریان از مسئولیت اجتماعی شرکت بر رفتارهای فرانقش آن‌ها با میانجی‌گری وابستگی عاطفی به برند و تعدیل‌گری معنویت
محورهای موضوعی : مدیریت بازاریابی
آذر کفاش پور
1
(استاد، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه فردوسی مشهد، مشهد، ایران)
قاسم اسلامی
2
(استادیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه فردوسی مشهد، مشهد، ایران)
سعادت مصطفوی
3
(کارشناس ارشد مدیریت کسب وکار، گرایش بازاریابی، دانشکده علوم اداری و اقتصاد، دانشگاه فردوسی مشهد، مشهد، ایران)
کلید واژه: مسئولیت اجتماعی شرکت, وابستگی عاطفی به برند, معنویت مشتری, رفتارهای فرانقش مشتری,
چکیده مقاله :
علاوه بر سودآوری برای سهام‌داران، شرکت‌ها باید انتظارات کارکنان، مصرف‌کنندگان و جامعه در رابطه با ترویج رفاه و اقدامات عام‌المنفعه را نیز برآورده سازند. در این صورت، قادر خواهند بود درگیری مشتریان را بیش‌تر کنند و رفتارهای فرانقش آن‌ها را باعث شوند که موجب شکل‌گیری نگرش مثبت نسبت به شرکت و برند آن در افکار عمومی خواهد شد؛ بنابراین، تحقیق جاری به دنبال آن بود که اثر ادراک مشتریان از مسئولیت اجتماعی شرکت بر رفتارهای مشارکتی و شهروندی آن‌ها را با میانجی‌گری وابستگی عاطفی به برند و تعدیل‌گری معنویت بررسی کند. جامعه آماری تحقیق مشتریان شرکت بیمه پاسارگاد در شهر مشهد بود که نمونه‌ای ۴۰5 نفری از آن‌ها با نمونه‌گیری در دسترس و ابزار پرسش‌نامه مطالعه شدند. نتیجه مدل‌سازی معادلات ساختاری نشان داد که اثرات مستقیم مسئولیت اجتماعی درک شده بر رفتارهای مشارکتی و شهروندی مشتریان معنادار است. همچنین، اثرات غیرمستقیم آن از طریق وابستگی عاطفی به برند را تأیید نمود. اما تحلیل رگرسیون سلسله مراتبی اثر تعدیل‌گری معنویت مشتری بر رابطه بین مسئولیت اجتماعی درک شده و وابستگی عاطفی به برند را تأیید نکرد.
In addition to profitability, companies should meet the expectations of employees, consumers, and the community in regard to promoting the welfare and public benefit activities. In this way, they will be able to improve customers’ engagement and their extra-role behaviors that create a positive public attitude towards the company and its brand. Therefore, the present study sought to examine the effect of customers' perception of corporate social responsibility on their participation and citizenship behaviors considering the mediation of brand emotional attachment and moderation of spirituality. The statistical population was the customers of Pasargad Insurance Company in Mashhad, of which 405 were studied by conducting convenience sampling and using a questionnaire. The results of structural equation modeling indicated that the direct effects of perceived social responsibility on customers’ participation and citizenship behaviors are significant. It also confirmed its indirect effects through brand emotional attachment. However, the results of hierarchical regression analysis did not confirm the moderating effect of customer spirituality on the relationship between perceived social responsibility and brand emotional attachment.
محمودی میمند م، هرندی ع.ا. "تبیین نقش رفتار شهروندی سازمانی در ارزش ویژه برند مبتنی مشتری"، مدیریت بازاریابی، (1393)؛ (23)9: 111-125.
Amirshahi M, Keimasi M, Heidarzadeh K, Saremi N. “Service Failure Pattern in Banking Industry of Iran”, Journal of Brand Management, (2022); 8(4): 13-52. (In Persian)
Amorim M, Rosa M.J, Santos S. “Managing customer participation and customer interactions in service delivery: the case of museums and educational services”, Organizacija, (2014); 47(3): 166-175.
Assiouras I, Skourtis G, Giannopoulos A, Buhalis D, Koniordos M. “Value co-creation and customer citizenship behavior. Annals of Tourism Research, (2019); 78: 102742.
Bakhshandeh Gh, Kazemi A. “Meta-analysis of the factors affecting green products purchase intention (Case study: Researches conducted in Iran)”, Journal of Brand Management, (2017); 4(2): 173-200. (In Persian)
Bigdeli A, Abdalvand M, Heidarzadeh K, Khounsiavash M. “Presenting an Interpretive Structural Modeling based on Corporate Social Responsibility Branding in Iran Banking Industry”, Journal of Brand Management, (2021); 7(4): 181-230. (In Persian)
Carlson D, Kacmar K.M, Zivnuska S, Ferguson M, Whitten D. “Work-family enrichment and job performance: A constructive replication of affective events theory”, Journal of Occupational Health Psycholog, (2011); 3: 297.
Chan K.W, Yim C.K, Lam S.S. “Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures”, Journal of marketing, (2010); 74(3): 48-64.
Chen S.C, Raab C. “Construction and validation of the customer participation scale”, Journal of Hospitality & Tourism Research, (2017); 41(2): 131-153.
Cheng J.C, Luo S.J, Yen C.H, Yang Y.F. “Brand attachment and customer citizenship behaviors”, The Service Industries Journal, (2016); 36(7-8): 263-277.
Dialameh N, Afzali Ghadi M. “Components of extra-role behavior in educational organizations from the perspective of Islamic teachings”, Management in The Islamic University, (2016); 5(2): 417-442. (In Persian)
Esmaeilpour M, Aram F. “Effect of social responsibility of banks on customer perception of their brand image (Study: Mellat bank branches in Bushehr)”, Journal of Brand Management, (2017); 4(3): 109-142. (In Persian)
Fowler J.G. “Customer citizenship behavior: an expanded theoretical understanding”, International Journal of Business and Social Science, (2013); 4(5): 1-8.
Garanti Z. “Ethical Brand Perceptions and Their Impact on Brand Loyalty and Brand Choice Intentions: Mediating Role of Emotional Brand Attachment”, Journal of Yasar University, (2019); 14(56): 448-459.
Gilal F.G, Channa N.A, Gilal N.G, Gilal R.G, Gong Z, Zhang N. “Corporate social responsibility and brand passion among consumers: Theory and evidence”, Corporate Social Responsibility and Environmental Management, (2020); 27(5): 2275-2285.
Groth M. “Customers as good soldiers: Examining citizenship behaviors in internet service deliveries”, Journal of management, (2005); 31(1): 7-27.
Haghighi Kaffash M, Akbari M. “The Priority of Effective Factors on Customer's Loyalty with Using of ECSI Model”, Journal of Marketing Management, (2011); 6(10): 95-118. (In Persian)
Hanson S, Jiang L, Ye J, Murthy N. “Society or the environment? Understanding how consumers evaluate brand messages about corporate social responsibility activities”, Journal of Brand Management, (2019); 26(1): 21-34.
Ho C.W. “Does practicing CSR make consumers like your shop more? Consumer-retailer love mediates CSR and behavioral intentions”, International journal of environmental research and public health, (2017); 14(12): 1558.
Hung H.Y, Lu H.T. “The rosy side and the blue side of emotional brand attachment”, Journal of Consumer Behaviour, (2018); 17(3): 302-312.
Hur W.M, Kim H, Woo J. “How CSR leads to corporate brand equity: Mediating mechanisms of corporate brand credibility and reputation”, Journal of Business Ethics, (2014); 125(1), 75-86.
Hur W.M, Moon T.W, Kim, H. “When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment”, Journal of Brand Management, (2020); 27(4): 421-437.
Hunt S.D, Vitell S.J. “The general theory of marketing ethics: A retrospective and revision”, Ethics in marketing, (1993); 775-784.
Karaosmanoglu E, Altinigne N, Isiksal D.G. “CSR motivation and customer extra-role behavior: Moderation of ethical corporate identity”, Journal of Business Research, (2016); 69(10): 4161-4167.
Kim D.H, Song D. “Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level”, Journal of Brand Management, (2019); 26(3): 255-267.
Kolodinsky R.W, Giacalone R.A, Jurkiewicz C.L. “Workplace values and outcomes: Exploring personal, organizational, and interactive workplace spirituality”, Journal of business ethics, (2008); 81(2): 465-480.
Lee Y.H, Hsiao C, Chen Y.C. “Linking positive psychological capital with customer value co-creation”, International Journal of Contemporary Hospitality Management, (2017); 29(4): 1235-1255.
Levy S, Hino H. “Emotional brand attachment: a factor in customer-bank relationships”, International Journal of Bank Marketing, (2016); 34(2): 136-150.
Lii Y.S, Lee M. “Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm”, Journal of business ethics, (2012); 105(1): 69-81.
Marques J, Dhiman S, King R. “Spirituality in the workplace: What it is, why it matters, how to make it work for you”, Personhood Press.
O’Brien I.M, Jarvis W, Soutar G, Ouschan R. “Co-creating a CSR strategy with customers to deliver greater value”, In Disciplining the Undisciplined? (pp. 89-107). Springer, Cham. (2018)
Omidvar A. “Government policy-making in promoting corporate social responsibility in Iran”, Master Thesis, Faculty of Law and Political Sciences, University of Tehran. (In Persian), (2005).
Otaye-Ebede L, Shaffakat S, Foster S. “A multilevel model examining the relationships between workplace spirituality, ethical climate and outcomes: a social cognitive theory perspective”, Journal of Business Ethics, (2019): 1-16.
Pandey A, Gupta R.K, Arora A.P. “Spiritual climate of business organizations and its impact on customers’ experience”, Journal of business ethics, (2009); 88(2): 313-332.
Patwardhan H, Balasubramanian S.K. “Brand romance: a complementary approach to explain emotional attachment toward brands”, Journal of Product & Brand Management, (2011); 20(4): 297-308.
Potepkin M, Firsanova O. “Customer perception of CSR activities: A Comparative study of finnish and Russian consumers”, Baltic Journal of European Studies, (2017); 7(2): 59-83.
Revilla-Camacho M.Á, Vega-Vázquez M, Cossío-Silva F.J. “Customer participation and citizenship behavior effects on turnover intention”, Journal of business research, (2015); 68(7): 1607-1611.
Seydavi R, Kolahkaj K. “Investigating the effect of corporate social responsibility on customers' purchase intention by mediation of brand trust, brand attitude, and word-of-mouth. Proceedings of 6th International Conference on Economics, Management and Engineering Sciences”, Belgium: International Center for Academic Communication. (In Persian), (2015).
Sharma C.S, Sharma N. “Relationship between consumers’ spirituality and green purchasing intentions: The mediation effect of perceived consumer effectiveness”, IIM Kozhikode Society & Management Review, (2017); 6(2): 204-214.
Truscott R.A, Bartlett J.L, Tywoniak S.A. “The reputation of the corporate social responsibility industry in Australia”, Australasian Marketing Journal, (2009); 17(2): 84-91.
Tuan L.T. “Activating tourists' citizenship behavior for the environment: the roles of CSR and frontline employees' citizenship behavior for the environment”, Journal of Sustainable Tourism, (2018); 26(7): 1178-1203.
Tuan L.T, Rajendran D, Rowley C, Khai D.C. “Customer value co-creation in the business-to-business tourism context: The roles of corporate social responsibility and customer empowering behaviors”, Journal of Hospitality and Tourism Management, (2019); 39: 137-149.
Uzkurt C. “Customer participation in the service process: a model and research propositions”, International journal of services and operations management, (2010); 6(1): 17-37.
Vitell S.J, King R.A, Howie K, Toti J.F, Albert L, Hidalgo E.R, Yacout O. “Spirituality, moral identity, and consumer ethics: A multi-cultural study”, Journal of business ethics, (2016); 139(1): 147-160.
Vlachos P.A, Vrechopoulos A.P. “Consumer–retailer love and attachment: Antecedents and personality moderators”, Journal of Retailing and Consumer Services, (2012); 19(2): 218-228.
Yi Y, Gong T. “Customer value co-creation behavior: Scale development and validation”, Journal of Business research, (2013); 66(9): 1279-1284.
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محمودی میمند م، هرندی ع.ا. "تبیین نقش رفتار شهروندی سازمانی در ارزش ویژه برند مبتنی مشتری"، مدیریت بازاریابی، (1393)؛ (23)9: 111-125.
Amirshahi M, Keimasi M, Heidarzadeh K, Saremi N. “Service Failure Pattern in Banking Industry of Iran”, Journal of Brand Management, (2022); 8(4): 13-52. (In Persian)
Amorim M, Rosa M.J, Santos S. “Managing customer participation and customer interactions in service delivery: the case of museums and educational services”, Organizacija, (2014); 47(3): 166-175.
Assiouras I, Skourtis G, Giannopoulos A, Buhalis D, Koniordos M. “Value co-creation and customer citizenship behavior. Annals of Tourism Research, (2019); 78: 102742.
Bakhshandeh Gh, Kazemi A. “Meta-analysis of the factors affecting green products purchase intention (Case study: Researches conducted in Iran)”, Journal of Brand Management, (2017); 4(2): 173-200. (In Persian)
Bigdeli A, Abdalvand M, Heidarzadeh K, Khounsiavash M. “Presenting an Interpretive Structural Modeling based on Corporate Social Responsibility Branding in Iran Banking Industry”, Journal of Brand Management, (2021); 7(4): 181-230. (In Persian)
Carlson D, Kacmar K.M, Zivnuska S, Ferguson M, Whitten D. “Work-family enrichment and job performance: A constructive replication of affective events theory”, Journal of Occupational Health Psycholog, (2011); 3: 297.
Chan K.W, Yim C.K, Lam S.S. “Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures”, Journal of marketing, (2010); 74(3): 48-64.
Chen S.C, Raab C. “Construction and validation of the customer participation scale”, Journal of Hospitality & Tourism Research, (2017); 41(2): 131-153.
Cheng J.C, Luo S.J, Yen C.H, Yang Y.F. “Brand attachment and customer citizenship behaviors”, The Service Industries Journal, (2016); 36(7-8): 263-277.
Dialameh N, Afzali Ghadi M. “Components of extra-role behavior in educational organizations from the perspective of Islamic teachings”, Management in The Islamic University, (2016); 5(2): 417-442. (In Persian)
Esmaeilpour M, Aram F. “Effect of social responsibility of banks on customer perception of their brand image (Study: Mellat bank branches in Bushehr)”, Journal of Brand Management, (2017); 4(3): 109-142. (In Persian)
Fowler J.G. “Customer citizenship behavior: an expanded theoretical understanding”, International Journal of Business and Social Science, (2013); 4(5): 1-8.
Garanti Z. “Ethical Brand Perceptions and Their Impact on Brand Loyalty and Brand Choice Intentions: Mediating Role of Emotional Brand Attachment”, Journal of Yasar University, (2019); 14(56): 448-459.
Gilal F.G, Channa N.A, Gilal N.G, Gilal R.G, Gong Z, Zhang N. “Corporate social responsibility and brand passion among consumers: Theory and evidence”, Corporate Social Responsibility and Environmental Management, (2020); 27(5): 2275-2285.
Groth M. “Customers as good soldiers: Examining citizenship behaviors in internet service deliveries”, Journal of management, (2005); 31(1): 7-27.
Haghighi Kaffash M, Akbari M. “The Priority of Effective Factors on Customer's Loyalty with Using of ECSI Model”, Journal of Marketing Management, (2011); 6(10): 95-118. (In Persian)
Hanson S, Jiang L, Ye J, Murthy N. “Society or the environment? Understanding how consumers evaluate brand messages about corporate social responsibility activities”, Journal of Brand Management, (2019); 26(1): 21-34.
Ho C.W. “Does practicing CSR make consumers like your shop more? Consumer-retailer love mediates CSR and behavioral intentions”, International journal of environmental research and public health, (2017); 14(12): 1558.
Hung H.Y, Lu H.T. “The rosy side and the blue side of emotional brand attachment”, Journal of Consumer Behaviour, (2018); 17(3): 302-312.
Hur W.M, Kim H, Woo J. “How CSR leads to corporate brand equity: Mediating mechanisms of corporate brand credibility and reputation”, Journal of Business Ethics, (2014); 125(1), 75-86.
Hur W.M, Moon T.W, Kim, H. “When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment”, Journal of Brand Management, (2020); 27(4): 421-437.
Hunt S.D, Vitell S.J. “The general theory of marketing ethics: A retrospective and revision”, Ethics in marketing, (1993); 775-784.
Karaosmanoglu E, Altinigne N, Isiksal D.G. “CSR motivation and customer extra-role behavior: Moderation of ethical corporate identity”, Journal of Business Research, (2016); 69(10): 4161-4167.
Kim D.H, Song D. “Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level”, Journal of Brand Management, (2019); 26(3): 255-267.
Kolodinsky R.W, Giacalone R.A, Jurkiewicz C.L. “Workplace values and outcomes: Exploring personal, organizational, and interactive workplace spirituality”, Journal of business ethics, (2008); 81(2): 465-480.
Lee Y.H, Hsiao C, Chen Y.C. “Linking positive psychological capital with customer value co-creation”, International Journal of Contemporary Hospitality Management, (2017); 29(4): 1235-1255.
Levy S, Hino H. “Emotional brand attachment: a factor in customer-bank relationships”, International Journal of Bank Marketing, (2016); 34(2): 136-150.
Lii Y.S, Lee M. “Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm”, Journal of business ethics, (2012); 105(1): 69-81.
Marques J, Dhiman S, King R. “Spirituality in the workplace: What it is, why it matters, how to make it work for you”, Personhood Press.
O’Brien I.M, Jarvis W, Soutar G, Ouschan R. “Co-creating a CSR strategy with customers to deliver greater value”, In Disciplining the Undisciplined? (pp. 89-107). Springer, Cham. (2018)
Omidvar A. “Government policy-making in promoting corporate social responsibility in Iran”, Master Thesis, Faculty of Law and Political Sciences, University of Tehran. (In Persian), (2005).
Otaye-Ebede L, Shaffakat S, Foster S. “A multilevel model examining the relationships between workplace spirituality, ethical climate and outcomes: a social cognitive theory perspective”, Journal of Business Ethics, (2019): 1-16.
Pandey A, Gupta R.K, Arora A.P. “Spiritual climate of business organizations and its impact on customers’ experience”, Journal of business ethics, (2009); 88(2): 313-332.
Patwardhan H, Balasubramanian S.K. “Brand romance: a complementary approach to explain emotional attachment toward brands”, Journal of Product & Brand Management, (2011); 20(4): 297-308.
Potepkin M, Firsanova O. “Customer perception of CSR activities: A Comparative study of finnish and Russian consumers”, Baltic Journal of European Studies, (2017); 7(2): 59-83.
Revilla-Camacho M.Á, Vega-Vázquez M, Cossío-Silva F.J. “Customer participation and citizenship behavior effects on turnover intention”, Journal of business research, (2015); 68(7): 1607-1611.
Seydavi R, Kolahkaj K. “Investigating the effect of corporate social responsibility on customers' purchase intention by mediation of brand trust, brand attitude, and word-of-mouth. Proceedings of 6th International Conference on Economics, Management and Engineering Sciences”, Belgium: International Center for Academic Communication. (In Persian), (2015).
Sharma C.S, Sharma N. “Relationship between consumers’ spirituality and green purchasing intentions: The mediation effect of perceived consumer effectiveness”, IIM Kozhikode Society & Management Review, (2017); 6(2): 204-214.
Truscott R.A, Bartlett J.L, Tywoniak S.A. “The reputation of the corporate social responsibility industry in Australia”, Australasian Marketing Journal, (2009); 17(2): 84-91.
Tuan L.T. “Activating tourists' citizenship behavior for the environment: the roles of CSR and frontline employees' citizenship behavior for the environment”, Journal of Sustainable Tourism, (2018); 26(7): 1178-1203.
Tuan L.T, Rajendran D, Rowley C, Khai D.C. “Customer value co-creation in the business-to-business tourism context: The roles of corporate social responsibility and customer empowering behaviors”, Journal of Hospitality and Tourism Management, (2019); 39: 137-149.
Uzkurt C. “Customer participation in the service process: a model and research propositions”, International journal of services and operations management, (2010); 6(1): 17-37.
Vitell S.J, King R.A, Howie K, Toti J.F, Albert L, Hidalgo E.R, Yacout O. “Spirituality, moral identity, and consumer ethics: A multi-cultural study”, Journal of business ethics, (2016); 139(1): 147-160.
Vlachos P.A, Vrechopoulos A.P. “Consumer–retailer love and attachment: Antecedents and personality moderators”, Journal of Retailing and Consumer Services, (2012); 19(2): 218-228.
Yi Y, Gong T. “Customer value co-creation behavior: Scale development and validation”, Journal of Business research, (2013); 66(9): 1279-1284.