Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of Pakistan
This study examines the role of Corporate Social Responsibility (CSR) in enhancing customer loyalty by exploring direct and mediating effects of trust, credibility, and word of mouth. Cross-sectional data of 463 respondents was taken from Pakistan using an online survey because of the limitations of...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2021-12-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440211067233 |
| _version_ | 1818985796002119680 |
|---|---|
| author | Muhammad Usman Shah Muhammad Farooq Jan |
| author_facet | Muhammad Usman Shah Muhammad Farooq Jan |
| author_sort | Muhammad Usman Shah |
| collection | DOAJ |
| description | This study examines the role of Corporate Social Responsibility (CSR) in enhancing customer loyalty by exploring direct and mediating effects of trust, credibility, and word of mouth. Cross-sectional data of 463 respondents was taken from Pakistan using an online survey because of the limitations of covid19. Hypotheses were tested using SmartPLS-3. Findings of the study revealed that CSR has affected customer loyalty significantly and positively. The mediating role of trust was found insignificant. Credibility and word of mouth were found as significant mediating variables in the linkage between CSR and Customer Loyalty. This study has provided a direction for the hoteling industry to incorporate CSR activities in their operation for gaining customer loyalty using empirical analysis. In this regard, this paper makes a significant contribution to the existing literature regarding the connections between CSR and customer loyalty with the help of trust, credibility, and word of mouth as mediators, which are not tested empirically in the existing literature. |
| first_indexed | 2024-12-20T18:40:35Z |
| format | Article |
| id | doaj.art-1d26a9d9cebd4afaa30ee893d8d0ab45 |
| institution | Directory Open Access Journal |
| issn | 2158-2440 |
| language | English |
| last_indexed | 2024-12-20T18:40:35Z |
| publishDate | 2021-12-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | SAGE Open |
| spelling | doaj.art-1d26a9d9cebd4afaa30ee893d8d0ab452022-12-21T19:29:49ZengSAGE PublishingSAGE Open2158-24402021-12-011110.1177/21582440211067233Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of PakistanMuhammad Usman Shah0Muhammad Farooq Jan1Iqra National University, Peshawar, PakistanIqra National University, Peshawar, PakistanThis study examines the role of Corporate Social Responsibility (CSR) in enhancing customer loyalty by exploring direct and mediating effects of trust, credibility, and word of mouth. Cross-sectional data of 463 respondents was taken from Pakistan using an online survey because of the limitations of covid19. Hypotheses were tested using SmartPLS-3. Findings of the study revealed that CSR has affected customer loyalty significantly and positively. The mediating role of trust was found insignificant. Credibility and word of mouth were found as significant mediating variables in the linkage between CSR and Customer Loyalty. This study has provided a direction for the hoteling industry to incorporate CSR activities in their operation for gaining customer loyalty using empirical analysis. In this regard, this paper makes a significant contribution to the existing literature regarding the connections between CSR and customer loyalty with the help of trust, credibility, and word of mouth as mediators, which are not tested empirically in the existing literature.https://doi.org/10.1177/21582440211067233 |
| spellingShingle | Muhammad Usman Shah Muhammad Farooq Jan Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of Pakistan SAGE Open |
| title | Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of Pakistan |
| title_full | Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of Pakistan |
| title_fullStr | Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of Pakistan |
| title_full_unstemmed | Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of Pakistan |
| title_short | Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of Pakistan |
| title_sort | connecting corporate social responsibility csr to customer loyalty a mediation analysis in hoteling industry of pakistan |
| url | https://doi.org/10.1177/21582440211067233 |
| work_keys_str_mv | AT muhammadusmanshah connectingcorporatesocialresponsibilitycsrtocustomerloyaltyamediationanalysisinhotelingindustryofpakistan AT muhammadfarooqjan connectingcorporatesocialresponsibilitycsrtocustomerloyaltyamediationanalysisinhotelingindustryofpakistan |