The Relationships Between Corporate Social Responsibility, Customer Intimacy and Customer Citizenship Behavior in the Restaurant Industry
Corporate social responsibility (CSR) has recently become a popular field of study in terms of customer-centric outcomes for contemporary researchers. The development of CSR activities is considered as a strategic tool for improving customer intimacy (CI) and customer citizenship behavior (CCB) in the restaurant sector. The structure that will be formed as a result of the reflection of CSR activities on customer behaviors is valuable for both the restaurant and the customers. From the this viewpoint, analyzing the relationships between the CSR, CI and CCB in İzmir province is the purpose of this study. This study obtained its empirical evidence from 408 restaurant customers in İzmir province and applied a simple linear regression analysis and the SPSS Process Macro plugin (Model 4) was performed to test the research hypotheses. The findings reveal that CSR significantly contributes to CI and CCB. CI interacts significantly and positively with CCB. The study also extends the CSR and CCB literature through a novel mediation mechanism of CI.
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