Article Published In Vol.5 (Nov-Dec-2017)

Impact of CSR on Customer Loyalty: Putting Customer Trust, Customer Identification, Customer Satisfaction and Customer Commitment into Equation-A study on the Banking Sector of Pakistan

Author : Sarfraz Ashraf, Rashid Ilyas, Majid Imtiaz and Hafiz Muhammad Tahir

The main objective of an organization is to turning potential customers into loyal customers as loyal customers gives competitive edge to the organization in the market. Thus, this study is designed to investigate the key antecedents of customer loyalty and impact of CSR on customer loyalty when customer trust, customer identification, customer satisfaction and customer commitment mediate in their relationship in the context of banking sector of Pakistan. The data were collected from the customers of different banks across the Gujranwala Pakistan by using convenient sampling, a type of non-probability sampling. The findings indicate that CSR has direct and greater impact on customer loyalty, the total effect of CSR confirms when customer trust, customer identification with the company, customer satisfaction and customer commitment mediate in their relationship. This study founds customer trust, customer identification with the company, customer satisfaction and customer commitment as the key antecedents (drivers) of customer loyalty.

Keywords: Corporate social responsibility, Customer trust, Customer Identification, Customer satisfaction, Customer commitment and Banking industry