Pursuing superior performance of service innovation through improved corporate social responsibility

Lan Li (School of Business Administration, Research Center of Henan Economy, Henan University of Economics and Law, Zhengzhou, China)
Gang Li (School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou, China)
Xue Yang (School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou, China)
Zhilin Yang (School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou, China) (Department of Marketing, City University of Hong Kong, Kowloon, Hong Kong)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 12 March 2019

Abstract

Purpose

The purpose of this paper is to investigate the impact of corporate social responsibility (CSR) on the performance of service innovation (PSI), and the mediating effect of knowledge acquisition.

Design/methodology/approach

Drawing on social exchange and knowledge management theories, this paper establishes a relevant conceptual model and adopts a hierarchical regression analysis to examine the model with a data set of 298 firms from China.

Findings

CSR positively affects the PSI; however, the effects vary when firms take responsibility for different stakeholders. CSR for the same group of stakeholders influences differently the short-term financial and long-term non-financial PSI, whereas knowledge acquisition mediates the impact of employee and customer CSR on PSI, but not the impact of community CSR on PSI.

Practical implications

Managers could improve the PSI of the firm by strategically assuming CSR and by managing corporate knowledge acquisition activities.

Originality/value

This study contributes to the service innovation literature by identifying the influence of particular types of CSR on PSI, and by highlighting the influencing mechanism of knowledge acquisition. It extends scholarly understanding of the antecedents of PSI as well as the business returns to CSR.

Keywords

Citation

Li, L., Li, G., Yang, X. and Yang, Z. (2019), "Pursuing superior performance of service innovation through improved corporate social responsibility", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-05-2018-0166

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Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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