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A Literature Review on Trust and Corporate Image in Enhancing Sustainable Sales through Customer Satisfaction

Author

Listed:
  • Eka Masryawati

    (Universitas Hasanuddin)

  • Andi Ratna Sari Dewi

    (Universitas Hasanuddin)

Abstract

In the current era of sustainability-driven business practices, customer trust and corporate image have emerged as strategic relational assets that influence long-term customer loyalty and sustainable sales performance. This study systematically reviews recent literature that explores the interconnected roles of trust, corporate image, and customer satisfaction in shaping customer loyalty. Employing a Systematic Literature Review (SLR) method, this research analyzes fifteen peer-reviewed articles published between 2019 and 2025, sourced from academic databases such as Scopus, Web of Science, Elsevier, Taylor & Francis, IEEE, and MDPI. The findings reveal that CSR and ESG initiatives enhance trust and corporate image, which in turn significantly influence customer satisfaction and loyalty across diverse sectors including banking, hospitality, retail, consumer goods, and environmental services. Customer satisfaction consistently mediates the relationship between CSR/ESG and loyalty, validating the theoretical model grounded in Social Exchange Theory, Signaling Theory, and Relationship Marketing Theory. The results underscore the importance of building relational capital through responsible business practices to achieve sustainable sales outcomes. This review contributes both theoretical insights and managerial implications for companies seeking to align customer engagement with long-term sustainability goals.

Suggested Citation

  • Eka Masryawati & Andi Ratna Sari Dewi, 2026. "A Literature Review on Trust and Corporate Image in Enhancing Sustainable Sales through Customer Satisfaction," Advances in Economics, Business and Management Research,, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-709-5_4
    DOI: 10.2991/978-94-6239-709-5_4
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