Drivers and customer satisfaction outcomes of CSR in supply chains in different institutional contexts A comparison between China and Taiwan

Ruey-Jer Jean (First Author), Rudolf Sinkovics (Participant Author), Xiande Zhao, Zhiqiang Wang

Research output: Contribution to journalJournal

Abstract

Purpose - While firms have widely adopted corporate social responsibility (CSR) initiatives in their supply chains, there is little work simultaneously examining the drivers and outcomes of such initiatives. Specifically, it is not clear how different institutional contexts may shape them. The purpose of this paper is to examine the drivers and performance outcomes of CSR in supply chains in two different institutional contexts: Mainland China (a transition economy) and Taiwan (a market economy). Design/methodology/ approach - Data were collected from Mainland Chinese and Taiwanese manufacturing factories engaging in CSR in supply chains. Relationships are examined using "soft-modeling" partial least squares analysis. Findings - The findings suggest that CSR in supply chains positively impact on customer satisfaction in both Mainland China and Taiwan. Yet, the influence on CSR in supply chains of different drivers differs according to institutional context. In the transition economy of China, CSR initiatives are driven by regulatory and efficiency forces but not by the competitive advantage force. In contrast, in the market economy of Taiwan, CSR initiatives are driven by the competitive advantage force but not by the other two. Research limitations/implications - This paper provides some empirical evidence of the influence of different institutional contexts on CSR initiatives and their impact on customer satisfaction. The research contributes to the emerging theme of institutional theory in international marketing. Practical implications - Managers should be aware that different institutional contexts may shape firms' CSR in supply chains. However, CSR in supply chains does matter in terms of enhancing customer satisfaction in all institutional contexts. Originality/value - The authors develop and test a framework of drivers and customer satisfaction outcomes of CSR in supply chains in both a transition and a market economy.
Original languageEnglish
Pages (from-to)514-529
JournalInternational Marketing Review
Volume33
Issue number4
DOIs
Publication statusPublished - 2016

Corresponding author email

Rudolf.Sinkovics@manchester.ac.uk

Project name

中国企业供应链合作创新行为研究;;协同创新环境下供应链合作的行为决策与作用机理研究;;网络环境下的服务创新与服务设计研究

Project sponsor

国家自然科学基金

Project No.

71420107024;;71473087;;71090403

Keywords

  • ANTECEDENTS
  • BEHAVIOR
  • COMMON METHOD VARIANCE
  • CORPORATE SOCIAL-RESPONSIBILITY
  • Corporate social responsibility
  • Customer satisfaction
  • FIRM PERFORMANCE
  • INTERNATIONAL-BUSINESS
  • Institutional difference
  • MARKETS
  • Market economy
  • PERSPECTIVE
  • RESOURCES
  • STRATEGY
  • Supply chain management
  • Taiwan
  • Transition economy

Indexed by

  • ABDC-A
  • Scopus
  • SSCI

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