ROLE OF CUSTOMER TRUST AND LOYALITY IN LINKING CSR & CUSTOMER CITIZENSHIP BEHAVIOUR IN BANKING SECTOR

Abstract

It is need of the hour for management to formulate strategies and policies that will help to initiate the activities which identify the customer’s behavior towards respective organizations and choose the better off CSR activities to strive in attainment of the goals and aims of the organization. The main objective of study is to check the mediating role of the customer trust and loyalty in analyzing the impact of CSR on customer citizenship behavior. The sample size comprised of 243 respondents. The Structural Model and Correlation Matrix are used for estimation of the data. Results shows CSR is statistically significant toward Customer Citizenship Behavior and Customer loyalty directly. The CT and CL has positive and statistically significant effect on customer citizenship behavior. customer trust is competitive mediating, that is statistically significant between CSR & customer citizenship behavior. Moreover, the Competitive mediating effect of Customer Loyalty between CSR and CCB is higher than Customer Trust. Consequently, both of them have competitive mediation between CSR and CCB. The results offered the significant information in reaching the decision and offering some valuable recommendations.