Parallel Sessions (Consumer Behavior & Culture): The impact corporate social responsibility on customer loyalty: mediating role of customer satisfaction

Presenter

Tahir Islam, COMSATS Institute of Information Technology, SahiwalFollow
Muhammad Imtiaz Haider, Muhammad Ali Jinnah University, IslamabadFollow

Abstract/Description

This research examines how corporate social responsibility (CSR) affects customer satisfaction and its outcomes customer loyalty. This study develops and tests conceptual framework, which predicts that customer satisfaction partially mediates the relationship between CSR and customer loyalty. This research also takes important steps of understanding the mediation analysis. Convenience sampling was used. All hypothesized variables were supported by empirical study, correlation and regression analysis were used in this regard. Low CSR, actually reduces customer satisfaction levels and, through the lowered satisfaction, harms customer loyalty and customer trust.

Keywords

Corporate Social Responsibility, Customer Satisfaction, Customer Loyalty

Location

Seminar Room, S4 1st Floor, CED Bldg

Session Theme

Session 4: Parallel Sessions

Session Type

Event

Session Chair

Dr. Amber Gul Rashid

Start Date

4-5-2014 9:00 AM

End Date

4-5-2014 11:00 AM

Recommended Citation

Islam, T., & Haider, M. I. (2014). Parallel Sessions (Consumer Behavior & Culture): The impact corporate social responsibility on customer loyalty: mediating role of customer satisfaction. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2014/day2/5