ARTICLE

IMPACT OF CORPORATE SOCIAL RESPONSIBILITY CSR ON CUSTOMER LOYALTY WITH MEDIATING ROLE OF CUSTOMER SATISFACTION CORPORATE IMAGE AND POSITIVE WORD OF MOUTH IN PAKISTANS HOTEL INDUSTRY

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05 Pages : 37-47

http://dx.doi.org/10.31703/gmsr.2024(IX-I).05      10.31703/gmsr.2024(IX-I).05      Published : Mar 2024

Impact of Corporate Social Responsibility (CSR) on Customer Loyalty with Mediating Role of Customer Satisfaction, Corporate Image, and Positive Word of Mouth in Pakistan's Hotel Industry

Abstract

    The relationship among customers' perception of Corporate Social Responsibility (CSR), Customers' Loyalty (CL), Corporate Image (CI), Customers' Satisfaction (SAT), and Positive Word‐of‐Mouth p(WOM) has been explored extensively in the literature, however, the mediation effect of these constructs between customers' perception of CSR and CL in a single comprehensive model has least been studied. Therefore, the instant research examined the influence of customers' perception of CSR on CL by mediating the impact of SAT, CI, and p(WOM). A comprehensive survey was conducted for the customers of different hotels in Pakistan in 2023. The data from 299 respondents was analyzed by employing PLS‐SEM. The findings revealed that customers' perception of CSR positively impacted SAT, CI, and p(WOM), which in turn influenced Customers' Loyalty (CL). Furthermore, results affirmed that SAT, CI, and p(WOM) mediated the relationship between CSR and CL.

    Customers' Perception of CSR, Customers’ Loyalty, Customers’ Satisfaction, Corporate Image, Positive Word of Mouth, PLS‐SEM, Hotels in Pakistan.

    (1) Bushra Pervaiz
    Assistant Professor, Department of Economics, Lahore Leads University, Lahore, Punjab, Pakistan.
    (2) Muhammad Qasim Manzoor
    PhD, Assistant Chief, Planning & Development Board, Government of Punjab, Pakistan.
    (3) Rabia Pervaiz Awan
    MPhil Scholar, Institute of Business & Management, University of Engineering & Technology (UET), Lahore, Punjab, Pakistan.
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Cite this article

APA

    APA : Pervaiz, B., Manzoor, M. Q., & Awan, R. P. (2024). Impact of Corporate Social Responsibility (CSR) on Customer Loyalty with Mediating Role of Customer Satisfaction, Corporate Image, and Positive Word of Mouth in Pakistan's Hotel Industry. Global Management Sciences Review, IX(I), 37-47. https://doi.org/10.31703/gmsr.2024(IX-I).05

CHICAGO

    CHICAGO : Pervaiz, Bushra, Muhammad Qasim Manzoor, and Rabia Pervaiz Awan. 2024. "Impact of Corporate Social Responsibility (CSR) on Customer Loyalty with Mediating Role of Customer Satisfaction, Corporate Image, and Positive Word of Mouth in Pakistan's Hotel Industry." Global Management Sciences Review, IX (I): 37-47 doi: 10.31703/gmsr.2024(IX-I).05

HARVARD

    HARVARD : PERVAIZ, B., MANZOOR, M. Q. & AWAN, R. P. 2024. Impact of Corporate Social Responsibility (CSR) on Customer Loyalty with Mediating Role of Customer Satisfaction, Corporate Image, and Positive Word of Mouth in Pakistan's Hotel Industry. Global Management Sciences Review, IX, 37-47.

MHRA

    MHRA : Pervaiz, Bushra, Muhammad Qasim Manzoor, and Rabia Pervaiz Awan. 2024. "Impact of Corporate Social Responsibility (CSR) on Customer Loyalty with Mediating Role of Customer Satisfaction, Corporate Image, and Positive Word of Mouth in Pakistan's Hotel Industry." Global Management Sciences Review, IX: 37-47

MLA

    MLA : Pervaiz, Bushra, Muhammad Qasim Manzoor, and Rabia Pervaiz Awan. "Impact of Corporate Social Responsibility (CSR) on Customer Loyalty with Mediating Role of Customer Satisfaction, Corporate Image, and Positive Word of Mouth in Pakistan's Hotel Industry." Global Management Sciences Review, IX.I (2024): 37-47 Print.

OXFORD

    OXFORD : Pervaiz, Bushra, Manzoor, Muhammad Qasim, and Awan, Rabia Pervaiz (2024), "Impact of Corporate Social Responsibility (CSR) on Customer Loyalty with Mediating Role of Customer Satisfaction, Corporate Image, and Positive Word of Mouth in Pakistan's Hotel Industry", Global Management Sciences Review, IX (I), 37-47

TURABIAN

    TURABIAN : Pervaiz, Bushra, Muhammad Qasim Manzoor, and Rabia Pervaiz Awan. "Impact of Corporate Social Responsibility (CSR) on Customer Loyalty with Mediating Role of Customer Satisfaction, Corporate Image, and Positive Word of Mouth in Pakistan's Hotel Industry." Global Management Sciences Review IX, no. I (2024): 37-47. https://doi.org/10.31703/gmsr.2024(IX-I).05