Fostering Purchase Intentions Through CSR and Service Quality: The Role of Customer Satisfaction, Brand Loyalty, and Admiration

Omer Irshad, Sohail Ahmad and Shahid Mahmood ()
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Omer Irshad: School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450046, China
Sohail Ahmad: Research Institute of Business Analytics and Supply Chain Management, College of Management, Shenzhen University, Shenzhen 518060, China
Shahid Mahmood: Malik Firoz Khan Noon Business School, University of Sargodha, Sargodha 40100, Punjab, Pakistan

Sustainability, 2024, vol. 16, issue 23, 1-19

Abstract: A management idea known as corporate social responsibility encourages businesses to incorporate social and environmental considerations into their daily operations and relationships with stakeholders. The purpose of this research is to identify the aspects that influence customers’ perceptions of a brand’s commitment to social responsibility and their subsequent intentions to purchase. The theoretical model proposed draws on numerous theories of consumer behavior, including the perceived value theory, the corporate identity theory, and the theory of planned behavior. A survey was then given to 280 users in Pakistan afterwards. Later, structural equation modeling was used to evaluate the suggested model. It was discovered that customer satisfaction, brand loyalty, and brand admiration mediated the relationship between CSR and CSR-related purchase intent. In conjunction with service quality, CSR practices increase customer satisfaction. The effect of customer satisfaction on CSR purchasing intent is also mediated by brand loyalty and brand admiration. This study backs consumer behavior theories by elucidating the lagged and immediate indicators of CSR purchasing intent. CSR may result in customer satisfaction if implemented intelligently to meet its objectives. Customer satisfaction is a requirement for customers to be ready to pay for CSR.

Keywords: CSR; service quality; customer satisfaction; brand loyalty; brand admiration; purchase intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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