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This study investigates the impact of corporate social responsibility (CSR) on customer citizenship behavior in the hospitality industry. Further, it explores the mediation effect of customer-company identification and the moderating role of generation in the CSR-customer citizenship behavior relationship. Data from 430 customers have been collected from five-star hotels in North Cyprus and the structural equation model has been employed to test the study hypotheses. The results revealed that CSR has a strong impact on customer citizenship behavior. Further, customer-company identification partially mediated the positive relationship between CSR and customer citizenship behavior. Moreover, generation moderates CSR and customer citizenship behavior relationship.

journal of sustainable marketing

The impact of corporate social responsibility on customer citizenship behavior: The mediating role of customer-company identification and moderating role of generation.