IMPACT OF CSR ECONOMIC DIMENSION ON CUSTOMERS LOYALTY: MEDIATING ROLE OF CORPORATE REPUTATION

Abstract

The corporate social responsibility is important phenomenon that is vital for almost all organizations including banking sector. This study aimed at exploring relationships among economic responsibility, customers’ loyalty and corporate reputation like association through correlation and direct and indirect effects through process model by collecting primary data through structured questionnaire from the respondents (bank customers) hailing from southern region banks in KP, Pakistan. In this connection, the results of study revealed the positive and significant association between research variables like economics responsibility, corporate reputation and customers’ loyalty. Likewise, the mediating role of corporate reputation confirmed the partial mediation. The results of this study provide significant information in deciding about possible relationship confirmed through statistical exploration in reaching the conclusion. The results are also significant in providing suitable guiding principles to the management of Islamic Banks in revisiting their policies concerning the economic responsivity, customers’ loyalty and corporate reputation