Impacto de la responsabilidad social corporativa en la lealtad de los clientes: el papel mediador de la confianza de los clientes.

Muhammad Haroon Rehan; Qamar Afaq Qureshi.

doi:10.46377/dilemas.v29i1.1862

Muhammad Haroon Rehan Meezan Bank; Institute of Political and Administrative Studies (Department of Public Administration), Gomal University
Qamar Afaq Qureshi. Institute of Political and Administrative Studies (Department of Public Administration), Gomal University, Dera Ismail Khan. department of public administration, Gomal University, Dera Ismail Khan.

DOI: https://doi.org/10.46377/dilemas.v29i1.1862

Palabras clave: responsabilidad social corporativa, lealtad de clientes, confianza de clientes, bancos islámicos

Resumen

La investigación sobre responsabilidad social corporativa, lealtad del consumidor y confianza de los clientes ha aumentado significativamente en la literatura contemporánea debido a su papel fundamental en la determinación de la imagen corporativa de las organizaciones. La responsabilidad social corporativa ayuda a las organizaciones a ser socialmente responsables ante las sociedades y las partes interesadas con respecto a sus diferentes impactos en comunidades como la económica, social y ambiental. La lealtad y la confianza del cliente son confianza en la calidad y es consecuencia de una experiencia emocional positiva constante y un valor aparente de práctica hacia los servicios y productos que se les ofrecen. Esta investigación tuvo como objetivo destacar las relaciones directas e indirectas entre la responsabilidad social corporativa, la lealtad del cliente y la confianza del cliente como mediador. Los resultados muestran una asociación e impacto significativos entre predictores, mediadores y variables de criterio al mostrar mediación completa.

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