Open AccessCSR Image and Customer Satisfaction: The Mediating Role of Customer Trust and Customer Loyalty
Author(s) -
Saira Irfan,
Iqra Iqbal,
Sumaira Iqbal,
Fatima Bashir
Publication year - 2021
Publication title -
journal of accounting and finance in emerging economies
Language(s) - English
Resource type - Journals
eISSN - 2519-0318
pISSN - 2518-8488
DOI - 10.26710/jafee.v7i3.1907
Subject(s) - loyalty business model , customer satisfaction , customer delight , business , customer advocacy , corporate social responsibility , marketing , customer retention , customer intelligence , loyalty , customer equity , context (archaeology) , psychology , service quality , public relations , political science , service (business) , paleontology , biology
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.