Corporate Social Responsibility and Customer Loyalty in Food Chains—Mediating Role of Customer Satisfaction and Corporate Reputation

Waris Ali, Yu Danni, Badar Latif, Rehana Kouser and Saleh Baqader
Additional contact information
Waris Ali: Department of Business Administration, University of Sahiwal, Sahiwal 57000, Pakistan
Yu Danni: School of Economics and Management, Shandong Youth University of Political Science, Jinan 250103, China
Badar Latif: School of Business & Economics, University of Putra Malaysia, Serdang 43400, Malaysia
Rehana Kouser: Department of Commerce, Bahauddin Zakariya University, Multan 60800, Pakistan
Saleh Baqader: Department of Accounting, College of Business Administration Umm AlQura University, Makkah 21955, Saudi Arabia

Sustainability, 2021, vol. 13, issue 16, 1-15

Abstract: The study examined the role of perceived CSR in deriving customer loyalty by exploring direct and mediated effects of corporate reputation and customer satisfaction in Pakistan’s food chains. The data were collected through a survey method from 322 customers of McDonald’s in Pakistan during October 2019 and January 2020. The collected information was then analyzed through the Partial Least Square Structural Equation Modeling (PLS-SEM) technique to test the hypothesized relationships. The results revealed a significant positive impact of perceived CSR on customer loyalty, corporate reputation, and customer satisfaction. Further, customer satisfaction and corporate reputation appeared to mediate the relationship between perceived CSR and customer loyalty.

Keywords: corporate social responsibility; customer satisfaction; customer loyalty; corporate reputation; Pakistan; developing country; food chains (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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