How corporate social responsibilities affect customer citizenship behavior in fueling station context: investigating the mediating role of brand loyalty and customer trust
DOI:
https://doi.org/10.62486/agma2025344Keywords:
Brand loyalty, Corporate Social Responsibility (CSR), Customer Citizenship Behavior (CCB), Customer trust, Extra-role customer behaviorAbstract
Introduction: Customer Citizenship Behavior and Corporate Social Responsibility became central themes in academic research over the past two decades. Researchers focused on how socially responsible business practices influence consumer behavior, particularly in service-oriented industries.
Objective: This study aimed to develop and validate a conceptual model grounded in Social Exchange Theory, examining the impact of CSR on CCB among petrol station consumers in Malaysia. The model incorporates brand loyalty and consumer trust as potential mediating variables.
Method: quantitative, observational, cross-sectional research design was employed. A structured questionnaire was developed and validated through expert review and a pilot study. Data were collected from 397 petrol station customers using an online survey distributed via digital platforms. 379 valid responses were analyzed using Structural Equation Modeling (SEM) via SmartPLS 4. The model and hypotheses were informed by a review of 45 scholarly sources.
Results The findings revealed a significant positive relationship between CSR and CCB. Brand loyalty was found to be a significant mediator, indicating that customers who perceive a brand as socially responsible are more likely to exhibit citizenship behaviors when they are loyal to the brand. However, consumer trust did not significantly mediate the relationship, suggesting its limited role in this context.
Conclusion: The study underscores the strategic importance of CSR in fostering customer citizenship behavior in the fuel retail sector. It highlights the need for petrol stations to invest in CSR initiatives and cultivate brand loyalty to enhance customer engagement and long-term value creation.
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Copyright (c) 2025 Ganajoo Rajeswary , Bidayatul Akmal Mustafa Kamil, Ruzita Azmi (Author)
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