IMPACT OF CSR ON CORPORATE REPUTATION, CUSTOMER LOYALTY AND ORGANIZATIONAL PERFORMANCE

Abstract

Promoting corporate social responsibility (CSR) has become a crucial task in marketing strategy for the banks. Due to growing interest of academicians and policy makers, the concept of CSR is receiving a lot of attention in recent times. With this background, the present research empirically investigates how banks’ CSR activities generate positive organizational outcomes in the form of corporate reputation (CR), customer loyalty (CL) and organizational performance (OP). Working with a sample of 308 banking customers in Pakistan, Structural equation modeling technique was used for data analysis of present write-up. The results show that CSR positively influences CR, CL and OP in banking sector of Pakistan . Banks must include CSR in their long-term strategic plans to improve overall customer experience because banks’ CSR activities result in customer identification which improves their repute and ultimately enhances OP.