From Corporate Social Responsibility to Service Orientation: The Role of Psychological Capital
From Corporate Social Responsibility to Service Orientation: The Role of Psychological Capital

Summary/Abstract: Corporate social responsibility (CSR) and service orientation (SO) are two interrelated philosophies that shape a sustainable competitive advantage. Psychological capital (PsyCap) encompasses individuals’ psychological strengths, attitudes toward work, and outlook on life. It highlights the role of positive organisational behaviour in the development and management of human resources. This study examined the relationship between perceived corporate social responsibility and service orientation and tested whether psychological capital partially mediates this relationship. Using cross-sectional secondary survey data from 1,919 employees across 20 South African organisations, the findings show that CSR is positively associated with SO and that PsyCap has a statistically significant, but modest, mediating role. Approximately 7% of CSR’s effect on SO is transmitted through PsyCap, while CSR remains a strong direct predictor of SO. The findings suggest that CSR supports service excellence both directly, through organisational values and stakeholder-oriented practices, and indirectly, by strengthening employees’ psychological resources.

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