The impact of corporate social responsibility activities on stakeholders' value co-creation behaviour

This paper analyses the relationships between corporate social responsible employees, corporate social responsible suppliers and customer value co-creation behaviour in banking industry. More in detail it aims to investigate the mediating effect of relationship marketing orientation between corporate social responsibility (CSR) activities and customer value co-creation behaviour. Data collected from 383 banking customers are analysed through smart partial least square (PLS). The results highlight that corporate social responsible employees and suppliers have a positive impact on customer value co-creation behaviour. Moreover, relationship marketing orientation has a mediating role between CSR activities and customer value co-creation behaviour.