Frontline Employees as Corporate Social Responsibility (CSR) Ambassadors: A Quasi-Field Experiment

被引：0
作者：
Laura Marie Edinger-Schons
Lars Lengler-Graiff
Sabrina Scheidler
Jan Wieseke
机构：
[1] Mannheim University,Chair of Corporate Social Responsibility
[2] Ruhr University of Bochum,Sales and Marketing Department
来源：
Journal of Business Ethics | 2019年 / 157卷
关键词：
Corporate social responsibility (CSR); CSR communication; In-store communication; Point-of-sale communication; Boundary-spanning agents; Frontline employees; CSR ambassadors; CSR-related training of employees; Managers’ personal support;
D O I：
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中图分类号：
学科分类号：
摘要：
As past research has identified frontline employees as the primary communicators of a company’s CSR, this paper reports on a large-scale quasi-field experiment aimed at gaining a deeper understanding of the levers of successful in-store, point-of-sale, CSR communication. In cooperation with a large international retailer, the authors analyzed the effects of varying in-store CSR communication strategies in 48 unique stores, combining data from a customer survey (N = 38,999), company records of customers’ real visits and purchases, and interviews with store managers. Taking into account the nested structure of the data, the authors reveal that CSR-related training of frontline employees bestows its favorable effect on customers and customer behavior only if it is accompanied by the store managers’ personal support for CSR.
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页码：359 / 373
页数：14
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