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Relationship between organizational legitimacy and customer citizenship behavior: A social network perspective

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Social enterprises have a vital role in improving individuals’ social and economic well-being. In this study we examined the impact of organizational legitimacy on customer citizenship behavior (CCB) within social enterprises, focusing on the mediating mechanism of social network relationship strength, and the moderating effect of network heterogeneity. We proposed and tested our theoretical model using a survey of 381 individual customers who had engaged with social enterprises in Mainland China. The results showed that network relationship strength partially mediated the impact of organizational legitimacy on CCB, and network heterogeneity negatively moderated the effect of organizational legitimacy on CCB but positively moderated the effect of network relationship strength on CCB. Our findings extend understanding of how CCB arises in social enterprises and enrich the social enterprise and CCB literature by adding new empirical evidence from China.
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Keywords: customer citizenship behavior; network heterogeneity; network relationship strength; organizational legitimacy; social enterprises; social network

Document Type: Research Article

Affiliations: 1: School of Management, Huazhong University of Science and Technology 2: School of Business Administration, Hubei University of Economics 3: School of Business, College of Staten Island—The City University of New York

Publication date: January 23, 2019

This article was made available online on June 6, 2018 as a Fast Track article with title: "Relationship between organizational legitimacy and customer citizenship behavior: A social network perspective".

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