Rameesha Abbas
Quaid-i-Azam School of Management Sciences, Quaid-i-Azam University, Islamabad, 15320, Pakistan
Ahsan Siddiqui
University of Management and Technology, Lahore, 54770, Pakistan
Kashif Saleem
Lahore Leeds University, Lahore, 54000, Pakistan
The literature supports the notation that corporate social responsibility (CSR) plays a vital role in engaging consumers and establishing strong relationships with the organizations. However, CSR needs to be comprehensively studied as internal marketing to motivate employees to improve customer services by fulfilling their needs. Accordingly, the current study determines the impact of CSR congruence and efficacy on employee-customer identification, psychological benefit, and customer orientation in the hospitality industry of Pakistan. The data from 276 frontline employees were collected using a purposive sampling technique through self-administered questionnaires and structural equation modeling was used to test the research hypotheses. The results found that perceived CSR congruence has a stronger impact on employee-customer identification, while CSR efficacy has a relatively stronger relationship with psychological job benefits and customer orientation. This study provides a significant contribution to the extant literature on using CSR as an internal marketing strategy to improve the frontline employees’ ability to satisfy external stakeholders, i.e., customers.
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Copyright © 2023 Rameesha Abbas, Ahsan Siddiqui, Kashif Saleem
This is an open access article under the Creative Commons Attribution 4.0 International License.
