As you sow, so shall you reap: finding customer-based outcomes of socially responsible coffee cafes
Purpose: 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 have not been gained due attention. Against this backdrop, this study a...
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| Format: | Article |
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Emerald Publishing Limited
2020
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| _version_ | 1796865696909492224 |
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| author | Ahmed, Ishfaq Islam, Talat Abdul Rasid, Siti Zaleha Anwar, Farooq Khalid, Arooj |
| author_facet | Ahmed, Ishfaq Islam, Talat Abdul Rasid, Siti Zaleha Anwar, Farooq Khalid, Arooj |
| author_sort | Ahmed, Ishfaq |
| collection | ePrints |
| description | Purpose: 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 have not been gained due attention. Against this backdrop, this study aims to investigate a moderated-mediation model to predict CCB through CSR, affective commitment and service quality. Design/methodology/approach: The data were collected from 797 coffee café visitors between April–June 2019. The respondents were approached through a convenience sampling technique. Findings: Using both Structural Equation Modeling and Hayes Macros, data analysis proved that CSR significantly predicts affective commitment and CCB. Moreover, it is also witnessed that the presence of high service quality strengthens the mediation mechanism; thus, a moderated-mediation model is supported. Research limitations/implications: The study is cross-sectional, although the design did not cause a common method variance. The model tested in the study offers a novel mechanism explaining the linking between CSR and CCB through affective commitment and service quality. The findings are useful for the management of café as the large sample size may offer generalizable results. Originality/value: The study offers a novel way of predicting CCB, the desired customer behavior in the present competitive environment in the coffee market. The usefulness of the findings for management is yet another contribution offered by this study. |
| first_indexed | 2024-03-05T21:01:00Z |
| format | Article |
| id | utm.eprints-93806 |
| institution | Universiti Teknologi Malaysia - ePrints |
| last_indexed | 2024-03-05T21:01:00Z |
| publishDate | 2020 |
| publisher | Emerald Publishing Limited |
| record_format | dspace |
| spelling | utm.eprints-938062021-12-31T08:51:12Z http://eprints.utm.my/93806/ As you sow, so shall you reap: finding customer-based outcomes of socially responsible coffee cafes Ahmed, Ishfaq Islam, Talat Abdul Rasid, Siti Zaleha Anwar, Farooq Khalid, Arooj HF Commerce Purpose: 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 have not been gained due attention. Against this backdrop, this study aims to investigate a moderated-mediation model to predict CCB through CSR, affective commitment and service quality. Design/methodology/approach: The data were collected from 797 coffee café visitors between April–June 2019. The respondents were approached through a convenience sampling technique. Findings: Using both Structural Equation Modeling and Hayes Macros, data analysis proved that CSR significantly predicts affective commitment and CCB. Moreover, it is also witnessed that the presence of high service quality strengthens the mediation mechanism; thus, a moderated-mediation model is supported. Research limitations/implications: The study is cross-sectional, although the design did not cause a common method variance. The model tested in the study offers a novel mechanism explaining the linking between CSR and CCB through affective commitment and service quality. The findings are useful for the management of café as the large sample size may offer generalizable results. Originality/value: The study offers a novel way of predicting CCB, the desired customer behavior in the present competitive environment in the coffee market. The usefulness of the findings for management is yet another contribution offered by this study. Emerald Publishing Limited 2020-07-27 Article PeerReviewed Ahmed, Ishfaq and Islam, Talat and Abdul Rasid, Siti Zaleha and Anwar, Farooq and Khalid, Arooj (2020) As you sow, so shall you reap: finding customer-based outcomes of socially responsible coffee cafes. British Food Journal, 122 (9). pp. 3009-3026. ISSN 0007-070X http://dx.doi.org/10.1108/BFJ-01-2020-0031 DOI:10.1108/BFJ-01-2020-0031 |
| spellingShingle | HF Commerce Ahmed, Ishfaq Islam, Talat Abdul Rasid, Siti Zaleha Anwar, Farooq Khalid, Arooj As you sow, so shall you reap: finding customer-based outcomes of socially responsible coffee cafes |
| title | As you sow, so shall you reap: finding customer-based outcomes of socially responsible coffee cafes |
| title_full | As you sow, so shall you reap: finding customer-based outcomes of socially responsible coffee cafes |
| title_fullStr | As you sow, so shall you reap: finding customer-based outcomes of socially responsible coffee cafes |
| title_full_unstemmed | As you sow, so shall you reap: finding customer-based outcomes of socially responsible coffee cafes |
| title_short | As you sow, so shall you reap: finding customer-based outcomes of socially responsible coffee cafes |
| title_sort | as you sow so shall you reap finding customer based outcomes of socially responsible coffee cafes |
| topic | HF Commerce |
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