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Parallel Sessions (Consumer Behavior & Culture): The Impact Corporate Social Responsibility On Customer Loyalty: Mediating Role Of Customer Satisfaction, Tahir Islam, Muhammad Imtiaz Haider

International Conference on Marketing

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.