How Does Perceived CSR Toward Employees Influence Customer Orientation Behavior: The Moderating Role of Internal Communication

This study represents one of the initial research endeavors to investigate the moderating influence of internal communication within the intricate dynamics of perceived CSR toward employees, organizational commitment, and customer orientation behavior. This study examines the impact of CSR toward employees on organizational trust, organizational commitment, and customer orientation behavior and the mediating role of organizational trust and organizational commitment in the relationship between perceived CSR toward employees and customer orientation behavior. It also tests the moderating role of internal communication in the connections between these variables. In this study, data were collected via questionnaires disseminated to Vietnam's frontline employees via convenience sampling. Two hundred seventy-three samples were utilized to evaluate the hypotheses utilizing SPSS 22.0 and partial least squares structural equation modeling (PLS-SEM) with SmartPLS software (version 3.2.7). Before testing the hypotheses, a series of confirmatory factor analyses (CFA) and the measurement structural model were conducted. This study found that perceived CSR toward employees does not directly influence customer orientation behavior. However, perceived CSR toward employees indirectly influences customer orientation behavior through organizational trust and organizational commitment. It also revealed that internal communication negatively moderates the nexus between organizational commitment and customer orientation behavior but does not moderate the nexus between perceived CSR toward employees and customer orientation behavior.