Corporate Social Responsibility and Customer Loyalty in Food Chains—Mediating Role of Customer Satisfaction and Corporate Reputation

The study examined the role of perceived CSR in deriving customer loyalty by exploring direct and mediated effects of corporate reputation and customer satisfaction in Pakistan’s food chains. The data were collected through a survey method from 322 customers of McDonald’s in Pakistan during October...

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Bibliographic Details
Published in:Sustainability 2021-08, Vol.13 (16), p.8681
Main Authors: Ali, Waris, Danni, Yu, Latif, Badar, Kouser, Rehana, Baqader, Saleh
Format: Article
Language:English
Subjects:
Airlines
Brand loyalty
Casinos
Corporate image
Corporate objectives
Corporate social responsibility
Customer loyalty
Customer relations
Customer satisfaction
Customers
Developing countries
Environmental impact
Food chains
Food industry
Hotels & motels
Hypotheses
Industrialized nations
LDCs
Multivariate statistical analysis
Perceptions
Reputations
Restaurants
Shopping centers
Social identity
Social responsibility
Sustainability
Tourism
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Summary:The study examined the role of perceived CSR in deriving customer loyalty by exploring direct and mediated effects of corporate reputation and customer satisfaction in Pakistan’s food chains. The data were collected through a survey method from 322 customers of McDonald’s in Pakistan during October 2019 and January 2020. The collected information was then analyzed through the Partial Least Square Structural Equation Modeling (PLS-SEM) technique to test the hypothesized relationships. The results revealed a significant positive impact of perceived CSR on customer loyalty, corporate reputation, and customer satisfaction. Further, customer satisfaction and corporate reputation appeared to mediate the relationship between perceived CSR and customer loyalty.
ISSN:2071-1050
2071-1050
DOI:10.3390/su13168681