The Law of CSR and Customer Loyalty: A Case of Pakistan’s Commercial Banks
Keywords:
Commercial Banks, Corporate Social Responsibility and Loyalty, Perceived ValueAbstract
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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This work is licensed under a Creative Commons Attribution 4.0 International License.
