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Consumers’ Perception on Organisational Corporate Social Responsibility Practices and its Implications on Consumer Attitude: Evidence from the Malaysian Telecommunication Industry

机译：消费者对组织企业社会责任实践的看法及其对消费者态度的影响：来自马来西亚电信行业的证据

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This paper aims at investigating consumers’ perception on the Corporate Social Responsibility (CSR) practices of the telecommunication service companies in Malaysia, and its antecedent to consumer attitude. The local telecommunication service providers have emphasized on service quality, stakeholder value, corporate reputation, and innovation to achieve good business performance. However, little is known about the contribution of service quality, stakeholder value, corporate reputation, and innovation on the effectiveness of organisational CSR practices. Furthermore, lack of previous studies that have investigated the impact of organisational CSR practices on consumer attitude, particularly in the context of Malaysian telecommunication industry. With the adoption of structural equation modeling approach and survey method, a total of 360 samples comprising the prepaid and postpaid mobile consumers were obtained for this study. The results shown that consumers’ perception on service quality and stakeholder value had significant relationship with CSR practices. However, consumers’ perception on corporate reputation and innovation had no significant relationship with CSR practices. CSR practices was positively related to consumer attitude. In the theoretical implications, service quality and stakeholder value variables were found as important elements in the proponents of Strategic CSR Theory. In the managerial implications, this study recommended that the telecommunication service providers should highly focus on more effective planning and implementation of CSR practices through better integration of CSR in its core business functions and value chain system, diversification of CSR scope and stakeholders engagement.
机译：本文旨在调查消费者对马来西亚电信服务公司的企业社会责任（CSR）实践及其对消费者态度的影响的看法。当地电信服务提供商一直在强调服务质量，利益相关者价值，公司声誉和创新以实现良好的业务绩效。但是，人们对服务质量，利益相关者价值，公司声誉以及组织CSR实践有效性创新方面的贡献知之甚少。此外，缺乏先前的研究来调查组织CSR做法对消费者态度的影响，特别是在马来西亚电信行业中。通过采用结构方程模型化方法和调查方法，共获得了包括预付费和后付费移动消费者在内的360个样本。结果表明，消费者对服务质量和利益相关者价值的看法与企业社会责任实践有着密切的关系。但是，消费者对企业声誉和创新的看法与企业社会责任实践没有显着关系。企业社会责任实践与消费者态度呈正相关。在理论意义上，服务质量和利益相关者价值变量被视为战略企业社会责任理论的支持者中的重要要素。在管理意义上，这项研究建议电信服务提供商应通过更好地将CSR集成到其核心业务功能和价值链系统中，将CSR范围多样化和利益相关方参与的方式，高度关注更有效的CSR实践计划和实施。

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