Corporate Social Responsibility, Customer Orientation, and the Job Performance of Frontline Employees

56 Pages Posted: 2 Jun 2011 Last revised: 7 Aug 2013

See all articles by Daniel Korschun

Daniel Korschun

Drexel University, LeBow College of Business

CB Bhattacharya

European School of Management and Technology (ESMT); Katz Graduate School of Business University of Pittsburgh

Scott D. Swain

Clemson University

Date Written: July 19, 2013

Abstract

A study involving a Global 500 company finds that frontline employees’ perceptions of corporate social responsibility (CSR) can contribute to their customer orientation (self-rated) and objective job performance (supervisor-rated) by activating social identification processes. Employees identify with the organization based in part on the extent to which CSR is supported by salient and job-relevant others both internal and external to the organization. Looking internally, employees identify with the organization to the extent that they perceive management to support CSR. Looking externally, employees can identify with customers (called employee-customer identification) to the extent they perceive customers to support the company’s CSR. Both effects are enhanced when employees feel CSR is an important (versus non-important) part of their self-concept. Organizational identification directly drives job performance while employee-customer identification contributes to job performance through its effects on organizational identification and customer orientation.

Keywords: Corporate social responsibility, organizational identification, customer orientation, job performance

Suggested Citation

Korschun, Daniel and Bhattacharya, Chitrabhanu and Swain, Scott D., Corporate Social Responsibility, Customer Orientation, and the Job Performance of Frontline Employees (July 19, 2013). ESMT Working Paper No. 11-05 (R1). Available at SSRN: https://ssrn.com/abstract=1856475 or http://dx.doi.org/10.2139/ssrn.1856475

Daniel Korschun

Drexel University, LeBow College of Business ( email )

3141 Chestnut St
Philadelphia, PA 19104
United States
215-895-1998 (Phone)

Chitrabhanu Bhattacharya (Contact Author)

European School of Management and Technology (ESMT) ( email )

Schlossplatz 1
10117 Berlin
Germany

Katz Graduate School of Business University of Pittsburgh ( email )

Pittsburgh, PA
United States
4123834212 (Phone)

HOME PAGE: http://www.business.pitt.edu/faculty/bhattacharya

Scott D. Swain

Clemson University ( email )

Clemson, SC 29631
United States

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