Customer Expectations of Corporate Social Responsibility Initiatives and Customer Loyalty: A Mediating Role of Service Quality
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 6
Abstract
This research points out how two dimensions of Corporate Social Responsibility i.e. Shareholder and Ethical-Legal effect on the loyalty of the customers in the banking companies of Pakistan. Service quality is used as a mediator. Partial least squares structural equation modeling (PLS-SEM) is used to analyze the collected data. The findings demonstrate that CSR Shareholder centric initiatives and Ethical-legal centric initiatives show no effect on the loyality of bank’s customers. Only CSR Ethical- Legal activities have an impact on customer loyalty through service quality. Service quality act as a mediator between CSR Ethical-legal dimension and customer loyalty. The conclusion of this study wouldhelp scholars in producing more CSR based loyalty models. These findings can also aid commercial banks of Pakistan to priortize CSR initiatives in their strategic policies and planning.
Authors and Affiliations
Ali Raza, Amer Saeed, Muhammad Khalid Iqbal, Fawad Ahmed, Naveed Ahmad Faraz
Keywords
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- EP ID EP411650
- DOI 10.9790/487X-2006040108.
- Views 59
- Downloads 0
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