The Impact of corporate social responsibility (CSR) and relationship marketing on relationship maintainer and customer loyalty by mediating role of customer satisfaction
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Published:
Apr 12, 2024
Keywords:
CSR, Relationship marketing, Relationship maintainer, Customer loyalty, Customer satisfaction,
Main Article Content
Abstract
CSR has become one of the imperative implements in satisfying customers. The impartial of this research is to calculate CSR, relationship marketing, and customer satisfaction. There is no more study accompanied in Pakistan to quantify the effect of CSR and relationship marketing on the relationship maintainer and customer loyalty. To find out deductive approach and survey method is used as research approach and research strategy respectively. This research design is descriptive and quantitative study. For data, collection questionnaire method with semantic differential scale and seven point scales are adopted. Data has been collected by adopting the non-probability convenience technique as sampling technique and the sample size is 400. For factor confirmatory factor analysis, structure equation modeling and medication analysis, regression analysis Amos software were used. Strong empirical evidence supports that the customer’s perception of CSR performance is highly influenced by the values
Article Details
How to Cite
The Impact of corporate social responsibility (CSR) and relationship marketing on relationship maintainer and customer loyalty by mediating role of customer satisfaction. (2024). Journal of Management Info, 4(4), 19-24. https://doi.org/10.31580/jmi.v14i1.71
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Research Article
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How to Cite
The Impact of corporate social responsibility (CSR) and relationship marketing on relationship maintainer and customer loyalty by mediating role of customer satisfaction. (2024). Journal of Management Info, 4(4), 19-24. https://doi.org/10.31580/jmi.v14i1.71
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Samaha, S. A., Beck, J. T., & Palmatier, R. W. (2014). The role of culture in international relationship marketing. Journal of Marketing, 78(5), 78-98.
Sarmento, M., Simões, C., & Farhangmehr, M. (2015). Applying a relationship marketing perspective to B2B trade fairs: The role of socialization episodes. Industrial marketing management, 44, 131-141.
Singh, R., & Agarwal, S. (2013). Does CSR orientation reflect stakeholder relationship marketing orientation? An empirical examination of Indian banks. Marketing Intelligence & Planning, 31(4), 405-420.
Verma, V., Sharma, D., & Sheth, J. (2016). Does relationship marketing matter in online retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 44(2), 206-217.
Wang, H. (2016). From Mathematics to Philosophy (Routledge Revivals): Routledge.
Wu, L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33(1), 166-176.
Yu, W., Jacobs, M. A., Salisbury, W. D., & Enns, H. (2013). The effects of supply chain integration on customer satisfaction and financial performance: An organizational learning perspective. International Journal of Production Economics, 146(1), 346-358.
Zhou, L., Ye, S., Pearce, P. L., & Wu, M.-Y. (2014). Refreshing hotel satisfaction studies by reconfiguring customer review data. International Journal of Hospitality Management, 38, 1-10.
Aguinis, H., & Glavas, A. (2012). What we know and don’t know about corporate social responsibility a review and research agenda. Journal of management, 38(4), 932-968.
Asif, M., Searcy, C., Zutshi, A., & Fisscher, O. A. (2013). An integrated management systems approach to corporate social responsibility. Journal of cleaner production, 56, 7-17.
ATUL, P., & MONA, S. (2015). The conceptual foundations of relationship marketing: review and synthesis. ÐкономичеÑÐºÐ°Ñ ÑоциологиÑ, 16(2).
Bank, D. (2012). Corporate social responsibility. retrieved on, 19(12), 2012.
Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, 14(4), 222-232.
Brammer, S., Jackson, G., & Matten, D. (2012). Corporate social responsibility and institutional theory: New perspectives on private governance. Socio-economic review, 10(1), 3-28.
Bruhn, M. (2015). Relationship Marketing: Das Management von Kundenbeziehungen: Vahlen.
Clayton, A., & Pike, R. (2017). Quantitative and Qualitative Research in HSDD: The difference between testing theory and generating new theories. Journal of Sex & Marital Therapy(just-accepted), 00-00.
Cohen, T. (2014). Relationship Marketing. TOURO ACCOUNTING & BUSINESS JOURNAL, 26.
Daugherty, T., Hoffman, E., & Kennedy, K. (2016). Research in reverse: Ad testing using an inductive consumer neuroscience approach. Journal of Business Research, 69(8), 3168-3176.
de Grosbois, D. (2012). Corporate social responsibility reporting by the global hotel industry: Commitment, initiatives and performance. International Journal of Hospitality Management, 31(3), 896-905.
Deng, X., Kang, J.-k., & Low, B. S. (2013). Corporate social responsibility and stakeholder value maximization: Evidence from mergers. Journal of Financial Economics, 110(1), 87-109.
Dhaliwal, D. S., Radhakrishnan, S., Tsang, A., & Yang, Y. G. (2012). Nonfinancial disclosure and analyst forecast accuracy: International evidence on corporate social responsibility disclosure. The Accounting Review, 87(3), 723-759.
Gu, B., & Ye, Q. (2014). First step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570-582.
Henderson, J., Wilson, A. M., Webb, T., McCullum, D., Meyer, S. B., Coveney, J., & Ward, P. (2017). The role of social media in communication about food risks: views of journalists, food regulators and the food industry. British Food Journal, 119(3).
Hollensen, S. (2015). Marketing management: A relationship approach: Pearson Education.
Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42, 167-175.
Jones, R. B. (2016). Positive Philosophy, Freedom and Democracy.
JuÅ¡Äius, V., & SnieÅ¡ka, V. (2015). Influence of corporate social responsibility on competitive abilities of corporations. Engineering Economics, 58(3).
Kang, D., & Park, Y. (2014). Review-based measurement of customer satisfaction in mobile service: Sentiment analysis and VIKOR approach. Expert Systems with Applications, 41(4), 1041-1050.
Khan, F., Rasli, A., Yusoff, R., & Isa, K. (2015). Impact of Trust on Online Shopping: A Systematic Review of Literature. Journal of Advanced Review on Scientific Research, 8(1), 1-8.
Khan, F., Yusoff, R. M., & Kakar, P. (2017). Impact of service quality and customer satisfaction on tourism industry. Journal of Advanced Research in Social and Behavioural Sciences, 6(2), 146-155.
Khan., F., Khan, Q., Naz, A., & Khan, N. (2017). Job Rotation on Job Burnout, Organizational Commitment: A Quantitative Study on Medical Staffs Khyber Pakhtunkhwa Pakistan. Journal of Social Sciences and Humunity Studies, 3(4), 11-18.
Khan., F., Rasli, A. M., Yusoff, R. M., & Ahmad, A. (2015). Do Demographic Make a Difference to Job Burnout Among University Academicians? International Journal of Economics and Financial Issues, 5.
Kilkenny, S. (2014). Corporate Social Responsibility. Network Journal, 21(3), 24.
Neuman, W. L. (2016). Understanding research: Pearson.
O. Pappas, I., G. Pateli, A., N. Giannakos, M., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187-204.
Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118-129.
Peltier, J. W., Schibrowsky, J. A., & Nill, A. (2013). A hierarchical model of the internal relationship marketing approach to nurse satisfaction and loyalty. European journal of marketing, 47(5/6), 899-916.
Pizam, A., Pizam, A., Shapoval, V., Shapoval, V., Ellis, T., & Ellis, T. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality Management, 28(1), 2-35.
Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research, 68(2), 341-350.
Samaha, S. A., Beck, J. T., & Palmatier, R. W. (2014). The role of culture in international relationship marketing. Journal of Marketing, 78(5), 78-98.
Sarmento, M., Simões, C., & Farhangmehr, M. (2015). Applying a relationship marketing perspective to B2B trade fairs: The role of socialization episodes. Industrial marketing management, 44, 131-141.
Singh, R., & Agarwal, S. (2013). Does CSR orientation reflect stakeholder relationship marketing orientation? An empirical examination of Indian banks. Marketing Intelligence & Planning, 31(4), 405-420.
Verma, V., Sharma, D., & Sheth, J. (2016). Does relationship marketing matter in online retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 44(2), 206-217.
Wang, H. (2016). From Mathematics to Philosophy (Routledge Revivals): Routledge.
Wu, L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33(1), 166-176.
Yu, W., Jacobs, M. A., Salisbury, W. D., & Enns, H. (2013). The effects of supply chain integration on customer satisfaction and financial performance: An organizational learning perspective. International Journal of Production Economics, 146(1), 346-358.
Zhou, L., Ye, S., Pearce, P. L., & Wu, M.-Y. (2014). Refreshing hotel satisfaction studies by reconfiguring customer review data. International Journal of Hospitality Management, 38, 1-10.