Purpose: The purpose of this paper is to assess the impact of CSR initiative preference, customer helping orientation and customer participation on willingness to engage in CSR and to demonstrate the influence this engagement has on their commitment and loyalty to the organisation....

Purpose – The paper aims to measure and identify customer preference for social issues and understand the importance of customer engagement when service organisations implement corporate social responsibility (CSR) programmes. Design/methodology/approach – Developing a relevancy/scope...

Purpose Both customer engagement (CE) and corporate social responsibility (CSR) have been linked to customer loyalty. Past studies use service dominant logic and customer value co-creation to explain this relationship. The purpose of this paper is to apply utility theory to develop and test a...