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Corporate Social Responsibility and Customer Loyalty in Food Chains—Mediating Role of Customer Satisfaction and Corporate Reputation

Author

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  • Waris Ali

    (Department of Business Administration, University of Sahiwal, Sahiwal 57000, Pakistan)

  • Yu Danni

    (School of Economics and Management, Shandong Youth University of Political Science, Jinan 250103, China
    School of Business & Economics, University of Putra Malaysia, Serdang 43400, Malaysia)

  • Badar Latif

    (School of Business & Economics, University of Putra Malaysia, Serdang 43400, Malaysia)

  • Rehana Kouser

    (Department of Commerce, Bahauddin Zakariya University, Multan 60800, Pakistan)

  • Saleh Baqader

    (Department of Accounting, College of Business Administration Umm AlQura University, Makkah 21955, Saudi Arabia)

Abstract

The study examined the role of perceived CSR in deriving customer loyalty by exploring direct and mediated effects of corporate reputation and customer satisfaction in Pakistan’s food chains. The data were collected through a survey method from 322 customers of McDonald’s in Pakistan during October 2019 and January 2020. The collected information was then analyzed through the Partial Least Square Structural Equation Modeling (PLS-SEM) technique to test the hypothesized relationships. The results revealed a significant positive impact of perceived CSR on customer loyalty, corporate reputation, and customer satisfaction. Further, customer satisfaction and corporate reputation appeared to mediate the relationship between perceived CSR and customer loyalty.

Suggested Citation

  • Waris Ali & Yu Danni & Badar Latif & Rehana Kouser & Saleh Baqader, 2021. "Corporate Social Responsibility and Customer Loyalty in Food Chains—Mediating Role of Customer Satisfaction and Corporate Reputation," Sustainability, MDPI, vol. 13(16), pages 1-15, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:16:p:8681-:d:607874
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    References listed on IDEAS

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    2. Wafa Ghardallou & Noha Alessa, 2022. "Corporate Social Responsibility and Firm Performance in GCC Countries: A Panel Smooth Transition Regression Model," Sustainability, MDPI, vol. 14(13), pages 1-21, June.
    3. Yooin Noh & Pei Liu, 2024. "Exploring How Consumers’ Perceptions of Corporate Social Responsibility Impact Dining Intentions in Times of Crisis: An Application of the Social Identity Theory and Theory of Perceived Risk," JRFM, MDPI, vol. 17(2), pages 1-16, January.
    4. Maria Johann, 2022. "CSR Strategy in Tourism during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(7), pages 1-12, March.
    5. Ranxin Liao & Jungwon Min, 2021. "How the Public Shaming of Peers Enhances Corporate Social Performance: Evidence from Blacklisted Firms in Japan," Sustainability, MDPI, vol. 13(24), pages 1-17, December.

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