Understanding CSR and Customer Loyalty: The Role of Customer Engagement

James Agyei, Shaorong Sun, Emmanuel Kofi Penney, Eugene Abrokwah and Ramous Agyare

Journal of African Business, 2022, vol. 23, issue 4, 869-886

Abstract: This study investigates the effect of corporate social responsibility (CSR) on customer loyalty and explores the role of customer engagement. The moderating role of gender is also examined. A total of 348 valid responses collected via the intercept approach from life insurance customers in Ghana were analyzed using structural equation modeling. The results suggest that CSR dimensions (economic, environmental, and social responsibility) positively impact customer loyalty. Also, the results indicate a partial mediating influence of customer engagement between CSR dimensions and customer loyalty. Further, the results establish the moderating effect of gender between economic and environmental dimensions of CSR and customer engagement. However, the study finds no moderating effect of gender between the social dimension of CSR and customer engagement. The study provides an empirical basis for CSR strategies that can drive customer engagement and customer loyalty in the insurance sector in many economies.

Date: 2022
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DOI: 10.1080/15228916.2021.1962154

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