Effect of Customer Perceived Ethicality on Customer Advocacy: Mediating role of Customer Engagement

Abstract

Utilizing the assumptions of social cognitive theory (Bandura, 1986) present research examined the direct relationship between customer perceived ethicality and customer advocacy. Moreover, current study also investigates the mediating role of customer engagement between customer perceived ethicality and customer advocacy and moderating role of self-congruity between customer perceived ethicality and customer engagement. Employing a multi-wave time-lagged research design and using purposive sampling data was gathered from online shopping customers (N=256). Structural equation modelling through Smart PLS was applied to analyze the data. Specifically, measurement model, Structural model, mediation analysis and moderated mediation analysis were performed. Results of the study indicate significant relationship between customer perceived ethicality and customer advocacy. Also, customer engagement was found to be a significant mediator between customer perceived ethicality and customer advocacy. Lastly, self-congruity was found to moderate between customer perceived ethicality and customer engagement relationship such that relationship became stronger when individuals were high on self-congruity. At the end limitations of the study, theoretical and practical implications are discussed. 

Keywords: customer perceived ethicality, customer engagement, customer advocacy