CSR Image and Customer Satisfaction: The Mediating Role of Customer Trust and Customer Loyalty
Year: 2021
Type: article
Study design: Observational Study
Abstract: Purpose: This study aims to examine the impact of Corporate Social Responsibility (CSR) image on customer satisfaction in the context of the banking sector of Pakistan. Further, the intervening role of customer trust and customer loyalty in the relationship between CSR image and customer satisfaction is also examined. Design/Methodology/Approach: Present research is quantitative in nature and collects the data through structured questionnaires. By employing the Smart PLS technique to test the proposed hypothesis. Findings: This study reveals the following salient findings: 1) the response of CSR image to customer satisfaction is positive (p<0.01); 2) customer trust and customer loyalty both significantly mediates the impact of CSR image on customer satisfaction. Implications/Originality/Value: Based on novel findings, the current study will help the organizations to realize the significance of CSR practices to enhance the customers’ satisfaction level.
Authors: Saira Irfan, Iram Iqbal, Sumaira Iqbal, Fatima Bashir
Institutions: University of Sahiwal, Bahauddin Zakariya University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3216889031