Impact of corporate social responsibility on customer loyalty in business organizations PDF download

Corporate social responsibility (CSR) activities implemented by a given company have been shown to positively affect customer loyalty. These activities include economic CSR activities, philanthropic CSR activities, legal CSR activities, and ethical CSR activities.

The following are empirical studies done on the impact of corporate social responsibility on customer loyalty from different parts of the globe.

The impact of corporate social responsibility on customer loyalty: evidence from the commercial banks in Vietnam

This study explored the impact of CSR on customer loyalty in Vietnamese commercial banks. In particular, the study set out to achieve the following objectives: to establish the effect of CSR on corporate reputation in target commercial banks; to find out the effect of CSR on customer loyalty; to assess the effect of CSR on customer satisfaction; to determine the effect of CSR on customer trust; to find out the effect of corporate reputation on customer loyalty; to explore the effect of customer satisfaction on customer loyalty; to assess the effect of customer trust on customer loyalty; and lastly, to examine the effect of demographic factors on customer loyalty (Pham et al., 2025).

The target population included commercial banks in Vietnam. A sample size of 300 customers that were using Vietnamese commercial banks’ services was selected to participate in the study. Data collection was done using a questionnaire. Descriptive statistics were used to analyze descriptive statistics. Path coefficients were employed to assess the effect of independent variables on the dependent variable. The results were presented using tables (Pham et al., 2025).

The results showed a positive association existed between the study objectives. The findings of regression analysis indicated that CSR had a positive and significant effect on corporate reputation, customer loyalty, customer satisfaction, and customer trust; corporate reputation had a positive and significant effect on customer loyalty; customer trust had a positive and significant effect on customer loyalty; and lastly, education, income, and gender had an insignificant effect on customer loyalty (Pham et al., 2025).

Corporate Social Responsibility (CSR) and its effect on consumer perception of Nigerian brands

This study explored the impact of corporate social responsibility (CSR) on consumer perception and loyalty towards brands made in Nigeria.  In particular, the study set out to achieve the following objectives: to determine the extent to which Nigerian brands implement CSR activities in their business operations, to assess the influence of CSR activities on consumers’ perception and trust towards Nigerian brands, and to examine the relationship between CSR initiatives and consumer loyalty towards Nigerian brands (Nkwo et al., 2025).

The target population included adult Nigerian consumers who have purchased or used products from target Nigerian brands within the previous six months. The population size was 10,000, currently residing in Lagos State, Nigeria. A sample size of 385 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency and percentage. The findings were presented in tables as deemed fit (Nkwo et al., 2025).

The findings revealed that consumers were aware of CSR activities implemented by Nigerian brands such as community development and environmental sustainability. It was also established that CSR involvement affects customer trust towards Nigerian brands. In addition, the results showed that implementation of CSR initiatives affected consumer loyalty towards Nigerian brands (Nkwo et al., 2025).

Impact of corporate social responsibility (CSR) on customer loyalty in the Indian telecom industry: the moderation role of consumer demographics

The study explored the impact of CSR on customer loyalty in the Indian telecommunication industry. In particular, the main objectives of the study included the following: to establish the effect of CSR efforts on customer loyalty; to find out the effect of service quality on customer loyalty; to assess the effect of CSR efforts on customer trust; to determine the effect of CSR efforts on customer satisfaction; to assess the effect of service quality on customer satisfaction; to establish the effect of customer trust on customer loyalty; to determine the effect of customer satisfaction on customer loyalty; to assess the effect of customer satisfaction on customer trust; to find out the mediating role of customer satisfaction on the relationship between CSR efforts on customer loyalty; to determine the mediating role of customer trust on the relationship between CSR efforts and customer loyalty; to determine the mediating role of customer satisfaction on the relationship between service quality and customer loyalty; to find out the mediating role of customer satisfaction and customer trust on the relationship between CSR efforts and customer loyalty; and lastly determine the mediating role of customer satisfaction and customer trust on the relationship between service quality and customer loyalty (Singh et al., 2024).

The target population included 476 users of telecommunication operators located in India. These respondents were drawn from various parts of India, including Aizawl, Guwahati, Silchar, Tezpur, Delhi, Shimla, Mumbai, Pune, and Bangalore. Data collection was done using a questionnaire. Descriptive statistics were used to analyze descriptive variables of the study. PLS-SEM was used to explore the association between study variables. The findings were presented in tables as deemed fit (Singh et al., 2024).

The findings of the study PLS-SEM indicated that CSR efforts had a positive and significant effect on customer trust, CSR efforts had a positive and significant effect on customer satisfaction, service quality had a positive and significant effect on customer satisfaction, customer trust had a positive and significant effect on customer loyalty, customer satisfaction had a positive and significant effect on customer trust, customer satisfaction had a positive and significant effect on customer loyalty, and service quality had a positive and significant effect on customer loyalty (Singh et al., 2024).

The results also demonstrated that customer trust and customer satisfaction mediated the relationship between CSR efforts and customer loyalty; customer satisfaction significantly mediated the relationship between service quality and customer loyalty; customer satisfaction and customer trust significantly mediated the relationship between CSR efforts and customer loyalty; and lastly, customer satisfaction and customer trust mediated the relationship between service quality and customer loyalty (Singh et al., 2024).

Analysis of the relationship between corporate social responsibility and customer loyalty in the Egyptian hypermarkets sector

This study explored the impact of corporate social responsibility (CSR) on customer loyalty in hypermarkets in Egypt. The specific objectives of the study included the following: to assess the effect of economic CSR activities on company image; to determine the effect of philanthropic CSR activities on company image; to find out the effect of legal CSR activities on company image; to examine the effect of ethical CSR activities on company image; to determine the effect of economic CSR activities on customer trust; to find out the effect of philanthropic CSR activities on customer trust; to establish the effect of legal CSR activities on customer trust; to assess the effect of ethical CSR on customer trust; to establish the effect of building up brand image on customer satisfaction; to determine the effect of building up trust on customer satisfaction; and lastly, to assess the effect of customer satisfaction on customer loyalty (Naguib et al., 2023).

The target population included hypermarkets operating in Egypt. A sample size of 539 respondents drawn from customers of the target supermarkets was selected to participate in the study. Data collection was done using a questionnaire. The collected data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Spearman’s correlation analysis was used to assess the relationship between study variables. Structural Equation Modeling (SEM) was employed to establish the association between study variables. Multiple regression analysis was used to determine the impact of the independent variables on the dependent variable. The results were presented in appropriate tables as deemed fit (Naguib et al., 2023).

The findings of Spearman’s correlation analysis established that there is a positive and significant association between economic, philanthropic, legal, and ethical CSR and company image. The results of multiple regression analysis indicated that economic CSR, philanthropic CSR, legal CSR, and ethical CSR have a positive and significant impact on company image. In addition, the results of multiple regression analysis indicated that 55.2% variance in brand image is determined by the economic, philanthropic, legal, and ethical CSR activities adopted by the target companies. The findings of SEM analysis revealed that 66.9% variance in company image was caused by the combined effect of the CSR activities (Naguib et al., 2023).

In addition, the results of Spearman’s correlation analysis indicated that there was a positive association between the CSR activities implemented by the target firms and customer trust. The results of multiple regression analysis showed that legal CSR activities and ethical CSR activities have a positive and significant impact on customer trust. On the hand, the results of the model showed that economic CSR activities and philanthropic CSR activities have an insignificant impact on customer trust. The findings also revealed that legal CSR activities and ethical CSR activities explained 65.9% variance in customer trust. In addition, the results of SEM analysis showed that ethical CSR activities and legal CSR activities had a positive and significant effect on customer trust. On the other hand, economic CSR activities and philanthropic CSR activities were found to have an insignificant impact on customer trust. The results also indicated that ethical SCR activities and legal CSR activities explained 87.1% variance in customer trust (Naguib et al., 2023).

The findings of Spearman’s correlation analysis also indicated that there are positive and significant associations between brand image and customer satisfaction. In addition, the findings of correlation analysis indicated that company image had a positive and significant impact on customer satisfaction. Also, the results of multiple regression analysis indicated that company image explained 54.3% of the variance in customer satisfaction. The findings of SEM analysis also indicated that company image had a positive and significant impact on customer satisfaction. The results indicated that 59.4% of the variance in customer satisfaction was explained by company image (Naguib et al., 2023).

The results of Spearman’s correlation analysis indicated that customer trust had a positive and significant association with customer satisfaction. The results of simple regression analysis showed that 45.4% of the variance in customer satisfaction was caused by customer trust. In addition, the results of SEM analysis showed that customer trust had a positive and significant impact on customer satisfaction. Furthermore, the findings indicated that 59.5% of the variance in customer satisfaction was caused by customer trust (Naguib et al., 2023).

Finally, the findings of correlation analysis showed that customer satisfaction had a positive and significant association with customer loyalty. In addition, the results of regression analysis showed that 52% of the variance in customer loyalty was caused by customer satisfaction. Also, the results of SEM analysis revealed that 56.2% of the variance in customer loyalty is caused by customer satisfaction (Naguib et al., 2023).

The effect of corporate social responsibility on customer trust and loyalty

The study examined the impact of corporate social responsibility on customer trust and loyalty. Specifically, the study explored the following objectives: to determine the effect of customer initiatives on customer trust; to find out the effect of shareholders & supervisory board initiatives on customer trust; to assess the effect of employee initiatives on customer trust; to examine the effect of society initiatives on customer trust; to determine the effect of customer initiatives on customer loyalty; to find out the effect of shareholders & supervisory board initiatives on customer loyalty; to assess the effect of employee initiatives on customer loyalty; to examine the effect of society initiatives on customer loyalty (Barlas et al., 2023).

The target population included customers of telecommunications companies in Greece. A sample size of 330 respondents was selected to participate in the study. A questionnaire was used to collect primary data from the recipients. Descriptive statistics were used to analyze descriptive variables in the study. Pearson’s correlation analysis was used to explore the associations between study variables. Multiple regression analysis was used to assess the effect of independent variables on the dependent variable. The results of the analysis were presented in tables as deemed fit (Barlas et al., 2023).

The findings of multiple regression analysis coefficients indicated that when all factors are maintained at a constant, customer initiatives explained 72% of the variance in customer trust, shareholders & supervisory boards’ initiatives explained 5.6% of the variance in customer trust, and society initiatives explained 23.2% of the variance in customer trust. However, employee initiatives were shown to have an insignificant effect on customer trust (Barlas et al., 2023).

In addition, the results revealed that when all factors remain constant, customer initiatives explained 41.9% variance in customer loyalty, shareholders & supervisory board initiatives explained 29.5% variance in customer loyalty, employee initiatives explained 3.9% variance in customer loyalty, and society initiatives explained 16.6% variance in customer loyalty (Barlas et al., 2023).

Impact of corporate social responsibility on customer loyalty: evidence from the Vietnamese jewelry industry

This study explored the impact of corporate social responsibility on customer loyalty in the jewelry industry in Vietnam. The specific objectives of the study included the following: to assess the effect of CSR activities on customer trust in the jewelry industry in Vietnam; to establish the effect of CSR activities on customer satisfaction in the jewelry industry in Vietnam; to find out the effect of CSR activities on word of mouth in the jewelry industry in Vietnam; to determine the effect of CSR activities on customer loyalty in the jewelry industry in Vietnam; to establish the effect of trust on word of mouth in the jewelry industry in Vietnam; to assess the effect of trust on customer satisfaction in the jewelry industry in Vietnam; to explore the effect of trust on customer loyalty in the jewelry industry in Vietnam; to determine the effect of satisfaction on customer loyalty in the jewelry industry in Vietnam; and lastly, to establish the effect of word of mouth on customer loyalty in the jewelry industry in Vietnam (Tran, 2022).

The target population included buyers of jewelry and accessories from reputable jewelry enterprises in Vietnam. A sample size of 340 respondents was selected to take part in the study. Collection of primary data was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency and percentage. Structural Equation Modeling (SEM) was employed to examine the relationship between variables under investigation. The findings were presented in appropriate tables as deemed fit (Tran, 2022).

According to the results of SEM analysis, it was established that CSR activities had a positive and significant impact on trust, CSR activities had a positive and significant effect on customer satisfaction, CSR activities had a positive and significant effect on word of mouth, CSR activities had a positive and significant effect on customer loyalty, trust had a positive and significant effect on word of mouth, trust had a positive and significant effect on customer satisfaction, trust had a positive and significant effect on customer loyalty, and satisfaction had a positive and significant effect on customer loyalty (Tran, 2022).

The impact of corporate social responsibility on customer loyalty: the mediating role of corporate reputation, customer satisfaction, and trust

This study investigated the impact of corporate social responsibility (CSR) on customer loyalty among telecom users in China. The specific objectives of the study included the following: to assess the effect of CSR on corporate reputation; to establish the effect of CSR on customer loyalty; to find out the effect of CSR on customer satisfaction; to examine the effect of CSR on customer trust; to determine the effect of corporate reputation on customer loyalty; to establish the effect of customer satisfaction on customer loyalty; to explore the effect of customer trust on customer loyalty; to assess the effect of customer satisfaction on customer trust; to assess the moderation effect of corporate abilities on the relationship between CSR and customer loyalty; to determine the moderating effect of customer satisfaction on the relationship between CSR and customer loyalty; to explore the mediating effect of customer trust on the relationship between CSR and customer loyalty; to establish the mediating effect of corporate reputation on the relationship between CSR and customer loyalty (Islam et al., 2021).

The target population included 500 telecom postpaid users in China. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency and percentage. Structural Equation Modeling (SEM) was employed to assess the relationship between study variables. The findings were presented in tables as required (Islam et al., 2021).

The results indicated that CSR initiatives had a positive and significant effect on corporate reputation, customer trust, and customer loyalty. The findings also indicated that corporate reputation had a positive and significant impact on customer loyalty. In addition, it was established that customer trust had a positive and significant impact on customer loyalty. It was also established that customer satisfaction had a positive and significant effect on customer loyalty and customer trust (Islam et al., 2021).

It was also found that corporate reputation mediated the relationship between CSR and customer loyalty. Customer satisfaction was found to mediate the relationship between CSR and customer loyalty. Customer trust was also found to mediate the relationship between CSR and customer loyalty. It was also shown that corporate ability mediated the relationship between CSR and customer loyalty (Islam et al., 2021).

The effects of corporate social responsibility on customer satisfaction, loyalty, and corporate image: evidence from Nepal Telecom

The study investigated the influence of corporate social responsibility on customer loyalty in the Nepal Telecom sector. The specific objectives of the study included the following: to determine the effect of CSR initiatives on customer satisfaction, to find out the effect of CSR initiatives on customer loyalty, and to evaluate the effect of CSR initiatives on corporate image. The target population included customers of Nepal Telecom services. A sample size of 170 respondents participated in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics. Pearson correlation analysis was used to assess the associations between study variables. Multiple regression analysis was employed to explore the effect of the independent variables on the dependent variable. The results were presented in tables as required (Khadka, 2020).

The findings of correlation analysis indicated that there was a positive and significant relationship between CSR and customer satisfaction, customer loyalty, and corporate image. The findings also revealed that customer satisfaction had a positive and significant association with CSR, customer loyalty, and corporate image. The results also showed that customer loyalty had a positive and significant association with CSR, customer satisfaction, and corporate image. Lastly, corporate image was shown to have a positive and significant association with CSR, customer satisfaction, and customer loyalty (Khadka, 2020).

The results of multiple regression analysis showed that customer satisfaction explained 56.6% variance in CSR, customer loyalty explained 32.4% variance in CSR, and lastly, corporate image explained 4.5% variance in CSR (Khadka, 2020).

The impact of corporate social responsibility on customer loyalty: empirical study for the case of Vietnam Airlines

The study explored the effect of corporate social responsibility on customer loyalty at Vietnam Airlines. In particular, the study explored the following objectives: to find out the effect of economic CSR on customer loyalty in Vietnam Airlines, to determine the effect of legal CSR on customer loyalty in the target firm, to establish the effect of ethical CSR on customer loyalty in the target firm, to explore the effect of philanthropic CSR on customer loyalty in the target firm, and to assess the effect of environmental CSR on customer loyalty in the target firm (Hoang, 2020).

The target population included passengers that use Vietnam Airlines’ services. A sample size of 370 respondents was selected to participate in the study. Data collection was carried out using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency and percentage. Pearson’s correlation analysis was done to assess the relationships between study variables. Multiple regression analysis was employed to examine the effect of the independent variables on the dependent variable (Hoang, 2020).

The results of Pearson’s correlation analysis indicated that there were positive and significant associations between the dependent variable (customer loyalty) and the independent variables. The findings of regression analysis indicated that 32% variance in customer loyalty was explained by the independent variables. Specifically, the results of the regression standardized coefficient showed that, when all factors remain constant: Economic CSR explained 10.8% variance in customer loyalty; legal CSR explained 30.5% variance in customer loyalty; ethical CSR explained 27.3% variance in customer loyalty; philanthropic CSR explained 22.8% variance in customer loyalty; and lastly, environmental CSR explained 13% variance in customer loyalty (Hoang, 2020).

The effect of corporate social responsibility on customer loyalty in mobile telephone companies

The study explored the impact of corporate social responsibility (CSR) on customer loyalty among mobile users in the city of Kavala. In particular, the study sought to address the following objectives: to determine the effect of CSR on corporate image; to find out the effect of CS on customer satisfaction; to establish the effect of CSR on customer loyalty; to assess the effect of corporate image on customer satisfaction; and lastly, to evaluate the effect of customer satisfaction on customer loyalty (Dimitriadis & Zilakaki, 2019).

The target population included mobile users in the city of Kavala. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as mean and percentage. Structural Equation Modeling (SEM) was employed to assess the relationship between the variables being studied. The results were presented in tables as deemed useful (Dimitriadis & Zilakaki, 2019).

The findings revealed that CSR had a positive and significant effect on corporate image and customer satisfaction; corporate image has a positive and significant effect on customer satisfaction; customer satisfaction has a positive and significant effect on customer loyalty. The findings of multiple regression analysis indicated the effect of each CSR initiative on customer loyalty as follows: Customer initiatives contributed to 55.8% variance in customer loyalty; employee initiatives contributed to 3% variance in customer loyalty; community initiatives contributed to 12% variance in customer loyalty; the environment had an insignificant effect on customer loyalty (Dimitriadis & Zilakaki, 2019).

Effects of corporate social responsibility on consumer brand loyalty

This study examined the impact of corporate social responsibility on consumer brand loyalty in the sportswear fashion sector in the self-governing regions of Spain. In particular, the study objectives included the following: to determine the effect of CSR associations on brand awareness; to establish the effect of CSR associations on brand attitude; to assess the effect of CSR associations on customer satisfaction; to explore the effect of brand awareness on brand attitude; to determine the effect of customer satisfaction on brand attitude; to find out the effect of CSR associations on brand loyalty; to determine the effect of brand awareness on brand loyalty; to assess the effect of brand attitude on brand loyalty; and lastly, to establish the effect of customer satisfaction on brand loyalty (Rivera et al., 2018).

The target population included customers in the sportswear fashion sector in the self-governing regions of Spain. A sample size of 351 individuals was selected to participate in the study. Data collection was done using a questionnaire. Data analysis was done using descriptive statistics such as frequency and percentage. Structural equation modeling was used to explore the relationship among study variables. The results were presented using appropriate tables as required (Rivera et al., 2018).

The results of structural equation modeling revealed that, when all factors are held constant: CSR associations explained 36% variance in brand awareness; CSR associations explained 52% variance in customer satisfaction; brand awareness explained 53% variance in brand attitude; customer satisfaction explained 60% variance in brand attitude; CSR associations explained 21% variance in brand loyalty; brand awareness explained 42% variance in brand loyalty; customer satisfaction explained 50% variance in brand loyalty. On the other hand, the results showed that the relationship between CSR association and brand attitude was insignificant. In addition, the results indicated that brand attitude had an insignificant association with brand loyalty (Rivera et al., 2018).

Corporate social responsibility and loyalty: intervening influence of customer satisfaction and trust

This study examined the impact of corporate social responsibility (CSR) on customer loyalty, with customer satisfaction and customer trust acting as intervening variables. The specific objectives of the study included the following: to determine the relationship between perception of organizational value relevance and commitment toward CSR activities; to assess the relationship between ethical standards and commitment toward CSR; to find out the effect of organizational commitment toward CSR activities on consumer satisfaction; to evaluate the effect of organizational commitment toward CSR activities on corporate reputation; to assess the effect of organizational commitment toward CSR activities on consumer trust; to determine the effect of CSR on consumer loyalty; to establish the relationship between  consumer trust and consumer loyalty; to find out the relationship between corporate reputation and consumer loyalty; and to examine the relationship between consumer satisfaction and consumer loyalty (Sindhu & Arif, 2017).

The target population included Pakistani telecom companies. A sample size of 600 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation. Structural equation modeling was used to establish the relationship between the variables under study; correlation analysis was used to assess associations between study variables. Regression analysis was used to explore the effect of independent variables on the dependent variable. The findings of the study were presented using tables as required (Sindhu & Arif, 2017).

The findings of correlation analysis revealed that a positive and significant relationship existed between the dependents, the mediators, and the independent variables. The results indicated that value relevance had a positive and significant association with ethical standards, commitment to CSR activities, consumer satisfaction, corporate reputation, and consumer trust as a mediator and consumer loyalty as the dependent factor (Sindhu & Arif, 2017).

The results of standardized regression coefficients showed that when all other factors are held constant, company reputation contributed to 13.7% variance in CSR activities; ethical standards contributed to 15.1% variance in CSR; CSR activities contributed to 21.8% variance in consumer loyalty; consumer satisfaction contributed to 30.6% variance in consumer loyalty; consumer trust contributed to 40.1% variance in consumer loyalty; CSR activities contributed to 42.6% variance in consumer satisfaction; CSR activities contributed to 35.1% variance in consumer trust; CSR activities contributed to 46.1% variance in corporate reputation; while corporate reputation contributed to 74% consumer loyalty (Sindhu & Arif, 2017).

The effect of corporate social responsibility towards customer loyalty: the role of trust, C-C identification, and customer satisfaction

The study investigated the influence of corporate social responsibility on customer loyalty in a local aircraft company and a local bank company located in Indonesia. Specifically, the study explored the following objectives: to determine the effect of CSR activities on customer trust, to establish the effect of CSR activities on C-C identification, to find out the effect of CSR activities on customer satisfaction, to assess the effect of customer trust on customer loyalty, to explore the effect of C-C identification on customer loyalty, to determine the effect of customer satisfaction on customer loyalty, to find out the effect of C-C identification on customer satisfaction, to establish the effect of customer trust on C-C identification, and lastly, to find out the effect of customer trust on customer satisfaction (Halim & Hermawan, 2017).

The target population included customers of a local aircraft company and a local banking company in Indonesia. The sample population came from consumers who were registered as clients of local banks within the last six months and also consumers of local aircraft services. A total sample size of 303 respondents participated in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics. Structural equation modeling was used to establish the effect of independent variables on dependent variables. The results were then presented using tables as required (Halim & Hermawan, 2017).

The findings of the study with regards to the local aircraft company were as follows: CSR activities had a positive and significant effect on customer trust; CSR activities had a positive and significant effect on C-C identification; CSR activities had an insignificant effect on customer satisfaction; customer trust had a positive and significant effect on customer loyalty; C-C identification had an insignificant effect on customer loyalty; customer satisfaction had a positive and significant effect on customer loyalty; C-C identification had an insignificant effect on customer satisfaction; customer trust had an insignificant effect on C-C identification; while customer satisfaction had a positive and significant effect on customer trust (Halim & Hermawan, 2017).

The findings of the study with regard to the local banking company industry were: CSR activities had a positive and significant effect on customer trust; CSR activities had a positive and significant effect on C-C identification; CSR activities had an insignificant effect on customer satisfaction; customer trust had an insignificant effect on customer loyalty; C-C identification had a positive and significant effect on customer loyalty; customer satisfaction had a positive and significant effect on customer loyalty; C-C identification had a positive and significant effect on customer satisfaction; customer trust had an insignificant effect on C-C identification; customer satisfaction had a positive and insignificant effect on customer trust (Halim & Hermawan, 2017).

The impact of corporate social responsibility on customer satisfaction and customer loyalty: moderating effect of corporate image (evidence from Pakistan)

This study investigated the impact of corporate social responsibility on customer satisfaction and customer loyalty in Pakistan. In particular, the study aimed to achieve the following objectives: to establish the effect of CSR on customer satisfaction; to find out the effect of CSR on customer loyalty; to determine the effect of corporate image on customer satisfaction; to assess the effect of corporate image on customer loyalty; to explore the moderating effect of corporate image on the relationship between CSR and customer satisfaction; to assess the moderating effect of corporate image on CSR on customer loyalty (Irshad et al., 2017).

The target population included individuals from the public sector, the private sector, and students. A sample size of 370 respondents was chosen to take part in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency and percentage. Correlation analysis was done to assess the associations between the study variables. Regression analysis was employed to determine the effect of independent variables on the dependent variable. The results of data analysis were presented in tables as required (Irshad et al., 2017).

The findings of correlation analysis indicated that there was a strong and positive association between CSR and customer satisfaction. The results also revealed that there was a strong and positive association between CSR and customer loyalty. The findings also showed that all the study variables were correlated with each other. The findings of regression analysis indicated that CSR had a positive and significant impact on customer satisfaction, CSR had a positive and significant impact on customer loyalty, corporate image had a positive and significant impact on customer satisfaction, and lastly, corporate image had a positive and significant impact on customer satisfaction. Corporate image moderated the relationship between CSR and customer satisfaction; corporate image moderated the relationship between CSR and customer loyalty (Irshad et al., 2017).

The study of the relationship between corporate social responsibility and customer satisfaction and loyalty: the case of the Iran Insurance Company in the Mazandaran province

This study explored the impact of CSR on customer satisfaction in an Iranian insurance company located in Mazandaran province. The specific objectives of the study included the following: to find out the effect of corporate social responsibility on customer trust, to determine the effect of corporate social responsibility on customer loyalty, to establish the effect of corporate social responsibility on customer satisfaction, to assess the effect of customer trust on customer satisfaction, to determine the effect of customer trust on customer loyalty, and to find out the effect of customer satisfaction on customer loyalty (Leila & Mehdi, 2017).

The target population included customers of the Iran Insurance Company located in Iran, Mazandaran province. A sample size of 208 respondents was selected to participate in the study. A questionnaire was used to collect data for the study. The collected data was analyzed using descriptive statistics, including frequency and percentage. Chi-square was used to assess the association between the study variables. The findings were presented using tables as deemed fit (Leila & Mehdi, 2017).

The findings of the study indicated that CSR had a positive and significant effect on customer trust, CSR had a positive and significant effect on customer loyalty, CSR had a positive and significant effect on customer satisfaction, customer trust had a positive and significant effect on satisfaction, and customer satisfaction had a positive and significant effect on customer loyalty. On the other hand, customer trust had an insignificant effect on customer loyalty (Leila & Mehdi, 2017).

The impact of corporate social responsibility on customer loyalty of the banking services

This study explored the impact of corporate social responsibility in the banking sector in Sri Lanka. In particular, the study aimed at achieving the following objectives: to evaluate the effect of customer-centric CSR on customer loyalty in target banks; to assess the effect of green environment CSR on customer loyalty in target firms; to establish the effect of ethical CSR on customer loyalty in target firms; to determine the effect of legitimacy CSR on customer loyalty; to investigate the effect of philanthropic CSR on customer loyalty; to find out the effect of economic CSR on customer loyalty; and lastly, to examine the effect of economic benefits on customer satisfaction (Rathnayake, 2022).

The target population included customers of banks in the Kandy area of Sri Lanka. A sample size of 30 respondents was selected to participate in the study. Primary data collection was done using a questionnaire. Secondary data was collected from the firms’ annual reports. The collected data was analyzed using descriptive statistics, including frequency and percentage. The results were presented using tables, graphs, and pie charts (Rathnayake, 2022).

According to the results, ethical CSR, environmental CSR, and legal CSR had the greatest impact on customer loyalty (Rathnayake, 2022).

The impact of corporate social responsibility on customer loyalty

The impact of corporate social responsibility on customer loyalty in Serbian companies. The objectives of the study included the following: to assess the level of customer awareness of CSR activities adopted by Serbian companies; to find out the significance that customers gave to dimensions of CSR employed by the target companies; to determine the influence of employed CSR dimensions on purchasing decisions by customers; and lastly, to determine the influence of employed CSR dimensions on customer loyalty (Stanisavljevic, 2016).

The target population included companies operating in Serbia. 200 respondents were selected from the target companies to participate in the study. Data collection was done using a questionnaire. Descriptive statistics including frequency and percentage were used to analyze the collected data. Regression analysis was employed to assess the effect of the independent variables on the dependent variable (Stanisavljevic, 2016).

The findings of descriptive statistics revealed that 68.5% of the respondents were familiar with the concept of CSR. Customers also gave the following mean scores for CSR dimensions, starting with the highest to the lowest: legal CSR activities (4.19), economic CSR activities (3.989), ethical economic CSR (3.979), and philanthropic CSR activities (3.9367).  Regarding purchase decisions, the study established that these were determined by product quality, then ecological and health dimensions of the product, then price of the product, followed by CSR responsibility, then branding of the product, and lastly, packaging of the product (Stanisavljevic, 2016).

The results of multiple regression analysis indicated that 19.5% of customer loyalty was explained by the independent variables, economic, ethical, philanthropic, and legal dimensions of CSR. Specifically, the results of regression standardized coefficients revealed that philanthropic CSR activities explained 32% variance in customer loyalty; economic CSR activities explained 21.4% variance in customer loyalty, while philanthropic CSR activities explained 14% variance in customer loyalty. On the other hand, legal CSR was found to have a negative impact on customer loyalty (Stanisavljevic, 2016).

The impact of corporate social responsibility on customer loyalty

The study assessed the impact of CSR on customer loyalty in Slovenian companies. Specifically, the main objectives of the study included the following: to find out the effect of economic CSR on customer loyalty, to find out the effect of ethical CSR on customer loyalty, to determine the effect of philanthropic CSR on customer loyalty, and to establish the effect of legal CSR on customer loyalty. The target population included the customers of selected Slovenian companies in Serbia. Collection of data was done using a questionnaire. The collected data was analyzed using descriptive statistics, including frequency and percentage. Correlation analysis was used to examine relationships between study variables. Regression analysis was employed to assess the effect of independent variables on the dependent variable. The findings were presented in tables as deemed fit. (Stanisavljevic, 2016).

The results of multiple regression analysis showed that 19.5% variance in customer loyalty was explained by the predictor variables, including economic, ethical, philanthropic, and legal CSR. Specifically, the results of the standardized regression coefficient showed the following: economic CSR contributed to 21.4% variance in customer loyalty; ethical CSR contributed 14% variance in customer loyalty; while philanthropic CSR contributed to 32% variance in customer loyalty. On the other hand, legal CSR had an insignificant impact on customer loyalty (Stanisavljevic, 2016).

Impact of corporate social responsibility on customers’ loyalty

This study investigated the impact of corporate social responsibility on customer loyalty in Maskan Bank branches in Tehran, Iran. The specific objectives of the study included the following: to determine the effect of CSR efforts on attitudinal loyalty; to find out the effect of CSR efforts on behavioral loyalty; to establish the effect of CSR efforts on perceived service quality; to find out the effect of attitudinal loyalty on behavioral loyalty; to determine the effect of perceived service quality on attitudinal loyalty; and lastly, to assess the effect of perceived service quality on behavioral loyalty (Haghighi & Pour, 2014).

The target population included customers of Maskan Bank branches in Tehran. A sample size of 385 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics, including frequency and percentage. Structural equation modeling (SEM) was used to explore the relationship among study variables. The results were presented in tables as required (Haghighi & Pour, 2014).

The findings of SEM analysis indicated that CSR efforts had a positive and significant effect on attitudinal loyalty; CSR efforts had a positive and significant effect on behavioral loyalty; CSR efforts had a positive and significant effect on perceived service quality; attitudinal loyalty had a positive and significant effect on behavioral loyalty; perceived service quality had a positive and significant effect on attitudinal loyalty; and lastly, perceived service quality had an insignificant effect on behavioral loyalty (Haghighi & Pour, 2014).  

Citation

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