Abstract
This study examines the effect of various corporate social responsibility
(CSR) activities (i.e., customers, local community and environmental
support) conducted by organizations on customer loyalty in the
banking industry of Pakistan. The intervening effect of brand trust
between various facets of CSR and customer loyalty is also
investigated. The respondents of the study were 278 customers from
various banks in the twin city (Islamabad and Rawalpindi) of Pakistan.
The impact of CSR activities was tested with the help of regression
analysis. The results of research suggest that CSR activities made in
the interest of customers and the local community have a significant
and positive impact on customer loyalty. Although CSR activities made
for supporting environment leads to unhelpful effect on customer
loyalty in this region. Brand trust mediates between the CSR for
(Customers & Local Community) and customer loyalty. Moreover, no
intervening evidence of brand trust is found between the corporate
social responsibility (Environmental Support) and customer loyalty.
Muhammad Imtiaz Haider, Abdul Qayyum. (2017) Impact of Corporate Social Responsibility Activities on Customer Loyalty with Mediating Role of Brand Trust in the Banking Industry of Pakistan, Journal of Managerial Sciences, Volume 11, Issue 3.
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