The Nexus of CSR and Co-Creation: A Roadmap towards Consumer Loyalty

Naveed Ahmad, Miklas Scholz, Zia Ullah, Muhammad Zulqarnain Arshad, Raja Irfan Sabir and Waris Ali Khan
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Naveed Ahmad: Faculty of Management Studies, University of Central Punjab, Lahore 54000, Pakistan
Miklas Scholz: Division of Water Resources Engineering, Department of Building and Environmental Technology, Faculty of Engineering, Lund University, 221 00 Lund, Sweden
Zia Ullah: Leads Business School, Lahore Leads University, Lahore 54000, Pakistan
Muhammad Zulqarnain Arshad: Department of Management Sciences, Lahore Garrison University, Lahore 54000, Pakistan
Raja Irfan Sabir: Faculty of Management Studies, University of Central Punjab, Lahore 54000, Pakistan
Waris Ali Khan: Faculty of Business, Economics and Accounting, Universiti Malaysia Sabah, Sabah 88400, Malaysia

Sustainability, 2021, vol. 13, issue 2, 1-15

Abstract: Corporate Social Responsibility (CSR) is regarded as an effort to be undertaken by the businesses to contribute towards society at large positively. The idea behind the concept of CSR is that businesses are required to pursue the notion of pro-social objectives along with economic objectives. Research has long established that corporate social responsibility, along with its philanthropic nature, can also produce extraordinary marketing results for businesses. The relationship between CSR and consumer loyalty is well acknowledged in extant literature. Likewise, involving consumers through co-creation in the product/service development process may provide an exciting experience to consumers, which is likely to influence their loyalty. With these arguments, the present research investigates the impact of CSR on consumer loyalty with the mediating role of co-creation in the banking sector of an emerging economy such as Pakistan. Structural equation modeling (SEM) is used for data analysis in the present study. The results validate that CSR improves consumer loyalty, and co-creation partially mediates this relationship. The results of the current survey will help banking institutions to identify how they can develop core strategic considerations based on CSR and co-creation.

Keywords: corporate social responsibility; consumer loyalty; co-creation; bank; Pakistan; sustainability (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 (13)

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