The Law of CSR and Customer Loyalty: A Case of Pakistan’s Commercial Banks


  • Muzammil Khurshid Assistant Professor, Department of Banking and Finance, University of the Punjab, Gujranwala Campus.
  • Dr. Muhammad Azeem Assistant Professor, Department of Management Sciences University of Central Punjab, Gujranwala Campus.
  • Rohania Ahmad Department of Business and Management, University of Central Punjab, Lahore, Sialkot Campus.


Commercial Banks, Corporate Social Responsibility and Loyalty, Perceived Value


Corporate Social Responsibility (CSR) is becoming pivotal with each passing day for value creation, particularly in the banking industry mainly in Pakistan. Although, with of move of financial liberalization of the early 2000s the said industry is competing for enhancing customers’ perceived value (PV) which is the foundation of persistent customer loyalty. Henceforth, the study aims to investigate the impact of corporate social responsibility on the perceived value of customers which ultimately converts into loyalty for the long-term upholding of customers in the banking industry of Pakistan. The results of the study confirm that CSR activities conducted by banks have a significant impact on trust, commitment, and satisfaction However, the value perceived by customers is significantly important for enhancing their loyalty to their bank which is imperative for long-term relationships.


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How to Cite

Khurshid, M., Azeem, D. M., & Ahmad, R. (2023). The Law of CSR and Customer Loyalty: A Case of Pakistan’s Commercial Banks . PAKISTAN ISLAMICUS (An International Journal of Islamic & Social Sciences), 3(2), 01–22. Retrieved from