Impact of Corporate Social Responsibility on Customers Loyalty: The Mediating Role of Customers Trust.

Abstract

The research on corporate social responsibility, consumer loyalty and customers trust has significantly increased in contemporary literature due to its critical role in determining corporate image of organizations. The corporate social responsibility helps organizations to become socially accountable to societies and stakeholders regarding its different impacts on communities like economic, social and environmental. Similarly, customer loyalty and trust are confidence on quality and is consequence of consistent emotional positive experience and apparent worth of practice towards services and product offered to them. Thus, this research aimed at spotlighting direct and indirect relationships between corporate social responsibility, customer loyalty and customers trust as mediator. The results show significant association and impact between predictors, mediator and criterion variables by showing full mediation.