Title: Corporate social responsibility, job satisfaction, and customer orientation in Angola

Authors: Ana Patrícia Duarte; José Gonçalves Das Neves; Daniel Roque Gomes; Gabriel Alberto Moisés

Addresses: Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Av. Forças Armadas, 1649-026 Lisbon, Portugal ' Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Av. Forças Armadas, 1649-026 Lisbon, Portugal ' Instituto Politécnico de Coimbra, Escola Superior de Educação de Coimbra, Rua Dom João III – Solum, 3030-329 Coimbra, Portugal; CIC – Digital, Center for Research in Communication, Information and Digital Culture, Av. de Berna, 26-C, 1069-061 Lisbon, Portugal ' Instituto Universitário de Lisboa (ISCTE-IUL), Av. Forças Armadas, 1649-026 Lisbon, Portugal

Abstract: This study sought to examine the effect of corporate social responsibility (CSR) on employees' costumer orientation through the mediating role of job satisfaction for a sample of tourism and hospitality employees in Angola. Data were collected from 125 respondents using anonymously completed structured questionnaires. Perceived CSR was assessed by the scale developed by Martínez et al. (2013), which includes social, economic and environmental issues. Job satisfaction was measured using Lima et al.'s (1994) job-facet scale, while customer orientation was evaluated using a reduced version of Saxe and Weitz's (1982) customer-orientation scale. The three dimensions of CSR in question have dissimilar levels of association with customer orientation. Only perceptions of company engagement in social CSR practices explain employees' customer orientation, and the relationship is partially mediated by job satisfaction. Additional studies with larger samples and longitudinal designs are needed to determine further the influence of CSR on employees' job satisfaction and customer orientation.

Keywords: corporate social responsibility; CSR; job satisfaction; employee customer orientation; Angola; Africa; tourism and hospitality; hotels; job attitudes and behaviours.

DOI: 10.1504/WREMSD.2019.098469

World Review of Entrepreneurship, Management and Sustainable Development, 2019 Vol.15 No.1/2, pp.93 - 109

Received: 14 Jun 2017
Accepted: 16 Jul 2017

Published online: 25 Mar 2019 *

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