Corporate Social Responsibility and Inter-Organisational Trust in a B2B Context

Egle Staniskiene, Zivile Stankeviciute, Asta Daunoriene

Corporate Social Responsibility and Inter-Organisational Trust in a B2B Context

Číslo: 2/2019
Periodikum: Quality Innovation Prosperity
DOI: 10.12776/qip.v23i2.1244

Klíčová slova: corporate social responsibility; inter-organisational trust; B2B context; customer; supplier

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Anotace: Purpose: The purpose of the paper to reveal the linkage between the customer perception of the supplier’s CSR and inter-organisational trust in a B2B context.

Methodology/Approach: The paper conceptualises the customer perception of CSR activities as a latent second-order factor composed of three dimensions: CSR towards environment and community; CSR towards employees; and CSR towards customers. Three-dimensional understanding of inter-organisational trust, is applied in this paper. A quantitative study was conducted.

Findings: As it was expected, the findings revealed that the customer perception of supplier’s CSR, namely CSR towards environment and community, towards employees and customers, generates inter-organisational trust that could be divided into competence trust, benevolence trust and integrity trust.

Research Limitation/implication: Seeing that the paper uses a sample from a single country, it has a limitation due to its restrictive generalisability (especially having in mind that the research was done in a low-trust societal context). Moreover, the paper does not incorporate the characteristics of organisations, and the future research could elaborate on the issues of how the perceived CSR and its impacts on inter-organisational trust vary depending on organisational financial performance, market share, and so forth.

Originality/Value of paper: The paper challenges the researchers and managers to move towards more sophisticated assessments concerning the way the customer perception of CSR affects inter-organisational trust in a B2B context, which might lead to improved organisational performance and sustainability.