Title: Envisaging the impact of perceived corporate social responsibility on customer commitment under the patronage of corporate image

Authors: Kausar Fiaz Khawaja; Muddassar Sarfraz; Rimsha Jamil; Murat Ismet Haseki

Addresses: Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan ' Binjiang College, Nanjing University of Information Science and Technology, Wuxi, Jiangsu, China ' Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan ' Kozan Faculty of Business, Cukurova University, Adana, Turkey

Abstract: Corporate social responsibility (CSR) is a phenomenon that links business and society. It is considered a key strategic concern for businesses, as it may help companies in building a positive image and attaining loyal customers. Therefore, the purpose of this study is to investigate the mediating role of the corporate image between perceived corporate social responsibility (economic, social, legal and philanthropic) and customer commitment in the banking industry of Pakistan. This study is based on quantitative research, and the nature of the study is cross-sectional. Data was collected from 250 banking customers. Confirmatory factor analysis was conducted for the validity and reliability analysis and bootstrapping technique used for mediation analysis. Results revealed that perceived CSR (economic, legal, ethical and philanthropic) have a positive impact on customer commitment. Further suggested that corporate image mediates this relationship. Hence, all proposed hypotheses were accepted.

Keywords: banking sector; corporate social responsibility; CSR; corporate image; customer commitment; Pakistan.

DOI: 10.1504/MEJM.2021.118448

Middle East Journal of Management, 2021 Vol.8 No.6, pp.533 - 552

Received: 05 May 2020
Accepted: 08 Aug 2020
Published online: 26 Oct 2021 *

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