THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY, MODERATING EFFECT OF CORPORATE IMAGE (EVIDENCE FROM PAKISTAN)

As the businesses are growing very fast today, there are different techniques and tools to make the place in the mind of customers and concept of Social Corporate Responsibility is most prominent area in the literature in customer's point of view, in last two decades CSR was found very effectiv...

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Bibliographic Details
Published in:City University Research Journal 2016-01, p.63-73
Main Authors: Irshad, Arslan, Rahim, Abdul, Khan, Muhammad Fayaz, Khan, Muhammad Muddassar
Format: Article
Language:English
Subjects:
Brand loyalty
Community
Corporate image
Corporate responsibility
Customer satisfaction
Customers
Developing countries
Employees
Ethics
Impact analysis
Industrialized nations
LDCs
Philanthropy
Qualitative research
Quality of life
Social responsibility
Society
Stockholders
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Summary:As the businesses are growing very fast today, there are different techniques and tools to make the place in the mind of customers and concept of Social Corporate Responsibility is most prominent area in the literature in customer's point of view, in last two decades CSR was found very effective to attract the stack holders specially customers. This review examines that how Customers Satisfaction and Loyalty is influenced by the CSR factors in the presence of corporate Image as a moderator in economy of Pakistan. Study based on qualitative research method and questionnaire was spread in 370 target peoples, and 236 were received back from those 219 were found reliable for testing. Six Hypotheses were generated and data was run in SPSS and all of them were supported. Finally, overall results were found positive effect of Corporate Social Responsibility on the Customers Satisfaction and Loyalty and moderating effect of corporate high image results more strong relationship between CSR and Customer Satisfaction and Customer Loyalty. There should be need of market implication of this and researches in broader aria with the maximizing of resources.
ISSN:2220-9174
2409-0441