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CSR Image and Customer Satisfaction: The Mediating Role of Customer Trust and Customer Loyalty

Author

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  • Irfan, Saira
  • Iqbal, Iram
  • Iqbal, Sumaira
  • Bashir, Fatima

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.

Suggested Citation

  • Irfan, Saira & Iqbal, Iram & Iqbal, Sumaira & Bashir, Fatima, 2021. "CSR Image and Customer Satisfaction: The Mediating Role of Customer Trust and Customer Loyalty," Journal of Accounting and Finance in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 7(3), pages 637-650, September.
    • Handle: RePEc:src:jafeec:v:7:y:2021:i:3:p:637-650
    DOI: http://doi.org/10.26710/jafee.v7i3.1907
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    Cited by:

    1. Maryam Zidehsaraei & Reza Esmaeilpour & Mohsen Akbari, 2024. "The effects of similarity of values, religious values, and empathy on bank commitment to CSR and customers’ internal and behavioral responses: evidence from Guilan Province in Iran," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(1), pages 154-170, March.

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