Using PLS-SEM to test the relationship model of corporate social performance across the product/service continuum: When do shared values matter?

Is it as simple as do good and keep customers? Does the principle operate similarly across the product-service continuum? To better understand the complex consumer relationship with corporate social performance (CSP), the moderation of shared values in an established trust mediating relationship model including both corporate functional performance (CFP) and CSP as antecedents was tested. PLS-SEM was used to explore how the model holds up along three points of the product service continuum: pure good (shoes), good with retail service (fast-food restaurants), and pure service (tax services). The one size fits all approach to relationship development and CSP strategy does not bear true. The shared values congruence effect is greater in the fast-food model, and the trust effect is greater in the shoe and tax service models.