Drivers and customer satisfaction outcomes of CSR in supply chains in different institutional contexts A comparison between China and Taiwan

• Ruey-Jer Bryan Jean 
• Zhiqiang Wang 
• Xiande Zhao 
• Rudolf R. Sinkovics 

Indexed by

SSCI Scopus ABDC-A

Abstract

Purpose　-　While　firms　have　widely　adopted　corporate　social　responsibility　(CSR)　initiatives　in　their　supply　chains,　there　is　little　work　simultaneously　examining　the　drivers　and　outcomes　of　such　initiatives.　Specifically,　it　is　not　clear　how　different　institutional　contexts　may　shape　them.　The　purpose　of　this　paper　is　to　examine　the　drivers　and　performance　outcomes　of　CSR　in　supply　chains　in　two　different　institutional　contexts:　Mainland　China　(a　transition　economy)　and　Taiwan　(a　market　economy).　

Design/methodology/　approach　-　Data　were　collected　from　Mainland　Chinese　and　Taiwanese　manufacturing　factories　engaging　in　CSR　in　supply　chains.　Relationships　are　examined　using　＂soft-modeling＂　partial　least　squares　analysis.　

Findings　-　The　findings　suggest　that　CSR　in　supply　chains　positively　impact　on　customer　satisfaction　in　both　Mainland　China　and　Taiwan.　Yet,　the　influence　on　CSR　in　supply　chains　of　different　drivers　differs　according　to　institutional　context.　In　the　transition　economy　of　China,　CSR　initiatives　are　driven　by　regulatory　and　efficiency　forces　but　not　by　the　competitive　advantage　force.　In　contrast,　in　the　market　economy　of　Taiwan,　CSR　initiatives　are　driven　by　the　competitive　advantage　force　but　not　by　the　other　two.　

Research　limitations/implications　-　This　paper　provides　some　empirical　evidence　of　the　influence　of　different　institutional　contexts　on　CSR　initiatives　and　their　impact　on　customer　satisfaction.　The　research　contributes　to　the　emerging　theme　of　institutional　theory　in　international　marketing.　

Practical　implications　-　Managers　should　be　aware　that　different　institutional　contexts　may　shape　firms＇　CSR　in　supply　chains.　However,　CSR　in　supply　chains　does　matter　in　terms　of　enhancing　customer　satisfaction　in　all　institutional　contexts.　

Originality/value　-　The　authors　develop　and　test　a　framework　of　drivers　and　customer　satisfaction　outcomes　of　CSR　in　supply　chains　in　both　a　transition　and　a　market　economy.

Keyword

• Corporate social responsibility
• Supply chain management
• Taiwan
• Transition economy
• Customer satisfaction
• Market economy
• Institutional difference
• CORPORATE SOCIAL-RESPONSIBILITY
• COMMON METHOD VARIANCE
• INTERNATIONAL-BUSINESS
• FIRM PERFORMANCE
• PERSPECTIVE
• ANTECEDENTS
• RESOURCES
• STRATEGY
• BEHAVIOR
• MARKETS

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