Effects of corporate social responsibility, Customer satisfaction and brand awareness on brand Image – a study of islamic banking sector in Pakistan

Abstract

The investigation is deciding the consolidated impacts of corporate social responsibility (CSR), customer satisfaction (CS) and brand awareness (BA) on brand image (BI) of Islamic Banking. Speculatively, atypical element of Islamic banking is the profit and loss sharing (PLS) perspective. However, Islamic banking is not completely different from the system of conventional banking. Islamic banking anatomy has to face strong competition from Islami banks as well as from conventional banks Islamic divisions which offer Islamic products and services. The investigation breaks down how the customer's insight and excitement towards corporate image of Islamic Banking can be extended and enhanced when appeared differently with conventional banking where people are essentially charmed to being paid higher interest rate on their saving deposits. The researcher findings are constrained to Pakistan’s Islamic banking context. Through intense focus on corporate social responsibility, Islamic Banking concept can result into sustaining relationship with customers. It generates strong Image and high ground for the Islamic banking brand that is forceful to realize. CSR contributes towards better image of the brand and corporate reputation. Moreover, it assists to bring differentiation from contenders. In like manner, the customer satisfaction is perceived as noteworthy precursor to Brand Image of Islamic Banking system. High degree of customer satisfaction exhibits several advantages for example higher customer loyalty, positive word of mouth, enhanced brand image and lower susceptibility to shift or change to other brand. This is also observed that buying decisions are impacted by brand image mainly and particularly by brand awareness. Off course, brand awareness influences buying behaviors of customers through a brand relationship.