As you sow, so shall you reap: finding customer-based outcomes of socially responsible coffee cafés

What is it about?

In the realm of increased competition among coffee café, the need for customer citizenship behavior (CCB) has increased. But the question of how a café can win CCB through firm-level and individual dispositional factors has not been gained due attention. Against this backdrop, this study aims to investigate a moderated-mediation mechanism between CSR and CCB through the mediation of affective commitment and moderation of service quality. The data for the current study were collected from 797 visitors between April – June 2019. The respondents were approached through a convenience sampling technique. Using both Structural Equation Modeling and Hayes Macros, data analysis proved that CSR efforts by the café significantly influence customer affective commitment and CCB. Moreover, it is observed that the presence of high service quality strengthens the mediation mechanism thus a moderated-mediation model is supported.

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