CSR and Consumer Loyalty: Moderating Role of Consumer Characteristics: A comparative study of the banking Industry

Abstract

This study analyses corporate social responsibility (CSR) with consumer loyalty in the banking industry. Specifically, our study empirically demonstrates the mediating role of Consumer Trust with Consumer demographics as a moderator. Through the quantitative analysis of an online survey,five hypotheseswere tested. These hypotheses were approved after the attestation of a structural equation model. Our findings revealed that CSR positively impacts consumer loyalty with the mediating role of consumer trust,whileconsumer demographics have multi-group moderation. Our study determines how consumers are more loyal to Pakistan's banking industry and how the trust level has increased due to CSR. Meanwhile,this research provides a better view of how CSR positively impacts consumer loyalty, and their trust level increases the level of commitment when consumers are facilitated with CSR activities. This study will help financial institutions raise their customers due to working on CSR. So the banking sector can expand its customer base level due by focusing on and implementing CSR