IMPACT OF CORPORATE SOCIAL RESPONSIBILITIES ON CUSTOMERS LOYALTY IN ISLAMIC BANKS

Abstract

In contemporary academic literature, research on corporate social responsibility and consumer loyalty has become gradually significant due to its critical role in the success of the organizations in general and for individuals in societies specifically. The corporate social responsibility helps the organizations to become accountable to the own and stakeholders from diverse dimensions like economic, social and environmental perspectives. The customer loyalty is value of the consistent emotional positive experience and apparent worth of practice towards services and product.In this regard, this study is an attempt to examine relationships among corporate social responsibility measures and consumer loyalty in the context of banking sector by collecting the data from the stakeholders hailing from southern region Banks in KP, Pakistan. The data was analyzed by using the statistical tools as per demands of the research hypotheses extracted from theoretical framework. The results are significant and provide suitable information about the phenomena under considerations which may be helpful for the policy makers.