Student Name

Zohaib AkhtarFollow


Master of Science in Islamic Banking & Finance


Department of Finance

Faculty/ School

School of Business Studies (SBS)

Date of Submission

Fall 2023


Dr. Irum Saba, Associate Professor & Program Director MS-IBF, Institute of Business Administration, Karachi


This study's primary goal is to investigate the connection between visual cues and corporate social responsibility (CSR) programs, customer relationship (CRM) practices, & trust impact customer loyalty in Islamic banks by improving the overall corporate image (CI) of these financial institutions. Additionally, this research investigates the possible mediating function of Corporate Image (CI). To gather data, we employed a sampling method involving the distribution of questionnaires to customers, including both those who are Muslim and those who are not. A total of 507 questionnaires completed by customers located in Karachi, Pakistan. To test our theories, we use partial least squares, a variance-based structural equation modeling technique. The investigation's conclusions show that corporate social responsibility (CSR) and visual signals have a significant impact on business image. However, trust and CRM have little effect on CI. On the other hand, CRM, Trust and corporate image significantly influence customer loyalty, whereas sight cues and corporate social responsibility (CSR) have no significant impact on customer loyalty. The results also show that the relationship between CSR and customer loyalty as well as the relationship between sight cues and customer loyalty are mediated by corporate image (CI). However, Corporate Image does not serve as a mediator in the relationship between CRM and Customer Loyalty, nor does it mediate the relationship between Trust and Customer Loyalty. This study stands out due to its distinctive nature, as it uncovers the key factors that drive customer loyalty.

Document Type

Restricted Access

Submission Type

Research Project

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