Abstract:
This study investigated the relationship between value relevance and
ethical standards as determinants of commitment to corporate social responsibility
(CSR) activities and customer loyalty with the intervening effect of customer
satisfaction, corporate reputation, and trust. Multidimensional questionnaires were
designed and the structural equation modeling was applied to investigate relationships.
Our results provided a general picture of the theoretical process by which the
sequential relationship between value relevance, ethical standards, commitment,
trust, satisfaction, reputation, and loyalty. The commitment to CSR is positively
influencing customer loyalty and customer satisfaction, trust, and corporate reputation
also intervened in their relationships. This study is theoretical contributing
as identified customer satisfaction, trust, and corporate reputation as intervening
factors, while from the practical point of view, customer trust is important because
it is considered as justification based on morality . It is, therefore, important that
organizations should properly disseminate practical and moral information. This is
a novel study in Pakistani context because it is a theoretical contribution in existing
literature as well as in organizational CSR practices leading to customer satisfaction,
trust, and loyalty.
