文章基本信息

标题：CORPORATE SOCIAL RESPONSIBILITY AND CUSTOMER LOYALTY: A MEDIATING ROLE OF TRUST.
作者：Ali Raza ; Umair Saeed Bhutta ; Muhammad Khalid Iqbal 等
期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2018
卷号：7
期号：1
页码：43-50
出版社：European Society of Business and Social Sciences
摘要：This research spotlights the direct effect of CSR on customer loyaltywhile trust was taken as a mediator. In this research, it is proved CSRinitiatives by the companies have a positive and significant effect onthe customer loyalty. Moreover, trust also serves as a mediatorbetween CSR and Loyalty. Data collected from account holders ofdifferent banks of Pakistan. Structural equation modeling isexamined by using PLS software. The findings of this study wouldhelp scholars in develpping more CSR based loyalty models. Thesefindings can also aid commercial banks of Pakistan a betterindulgance CSR initiatives in their startegic planning process.
关键词：CSR; Trust; Customer loyalty; Customer retention