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In today’s highly competitive environment, when people are also having awareness of
ethnicity of corporate sector, it is really difficult as well as compulsory for companies to
maintain their sustainability. The objective of this study is to empirically analyze the
relationship between customers’ loyalty and corporate social responsibility practices of
companies that belong to restaurant industry of Pakistan with moderating role of gender.
For the purpose of conducting this study the data has been collected from people who
went to hotels and restaurant frequently. A sample of 384 respondents was chosen for
analysis. Results revealed that gender of customers does have significance impact on
being loyal to any particular restaurant brand; yet this effect is small as the value of
explained variable increased by one percent only but yet it is significant as per the
regression analysis. This study is significant for the managers of food chains and can
contribute towards getting loyalty of their customers via more focus on becoming good
corporate citizen.
Muzaffar Asad, Ushna Abid. (2018) CSR Practices and Customer’s Loyalty in Restaurant Industry: Moderating Role of Gender, NUML International Journal of Business & Management, Volume 13, Issue 2.
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