LGBT Workplace Equality Policy and Customer Satisfaction: The Roles of Marketing Capability and Demand Instability

Pankaj C. Patel & Cong Feng
A lesbian, gay, bisexual, and transgender workplace equality policy (LGBT-WEP) helps signal and reinforce the organizational commitment to workplace equality and diversity. Prior evidence suggests that LGBT-WEP is viewed favorably by stakeholders (customers, employees, and channel partners) and influences firm performance. Drawing on stakeholder theory and the resource-based view of the firm, the authors examine whether LGBT-WEP influences customer satisfaction through marketing capability and whether demand instability dampens these associations. To alleviate endogeneity concerns of...
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