MEDIATING ROLE OF CUSTOMERS TRUST IN CONNECTING SOCIAL RESPONSIBILITY AND CUSTOMER LOYALTY

Abstract

The customers trust is an important concept that has been widely explored in connection to various research phenomena however, in this study, it has been explored in connection to CSR dimension of social responsibility and customers’ loyalty. The customers loyalty is significant forecaster of various individuals and organizational outcomes which further dependents upon various factors wherein the corporate social responsibility has been widely researched as most significant factor in this regard. This study aimed at exploring the relationships among the research variables like customers’ trust, social responsibility and customers loyalty in the context of banking sector. The relationships as expected and extracted from the main theme of this study is related with the association through correlation mediation over process model. The data was collected through structured questionnaire and was analyzed through different statistical procedures like correlation and mediation. The results provide significant information about the relationships which may be helpful for the policy makers and management of banks in considering the research phenomena under consideration in present research study. Some recommendations have also been offered as extracted from the conclusion of this study.