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CSR Practices and Customer Loyalty: The Mediating Role of Corporate Image

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Proceedings of the Colloquium on Administrative Science and Technology

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Abstract

Fostering loyal customers is frequently said to be the single most important driver of organizations’ long-term financial investment, which can lead to increase sales and market share, lower costs, and higher prices. Marketing experts have always emphasized the influence of corporate image as a strategically important variable from which customer loyalty could be fostered. The purpose of this study is to empirically investigate to which extent corporate image and thus customer loyalty could be achieved through the implementation of strategic corporate social responsibility (CSR) initiatives. Through exploratory factor analysis three pertinent areas of CSR have been determined, namely, environment, community, and customer. Multiple regression analysis carried out confirmed the positive influence of CSR initiatives over corporate image and eventually customer loyalty. Finally, this study further strengthens the belief that companies with their eye on their “triple-bottom-line” (customers, community, and environment) are bound to eventually outperform their less fastidious competitors.

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Author information

Authors and Affiliations

  1. Faculty of Business Management, Universiti Teknologi Mara, Shah Alam, Malaysia

    Nor Irwani Abdul Rahman & Nik Ramli Nik Abdul Rashid

Authors
  1. Nor Irwani Abdul Rahman
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  2. Nik Ramli Nik Abdul Rashid
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Corresponding author

Correspondence to Nik Ramli Nik Abdul Rashid .

Editor information

Editors and Affiliations

  1. Head-Research Impact, Research Management Institute,Universiti Teknologi MARA, Shah Alam Selangor, Malaysia

    Rugayah Hashim

  2. Assistance Vice Chancellor, Research Management Institute, Universiti Teknologi MARA, Shah Alam Selangor, Malaysia

    Abu Bakar Abdul Majeed

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Abdul Rahman, N., Nik Abdul Rashid, N. (2015). CSR Practices and Customer Loyalty: The Mediating Role of Corporate Image. In: Hashim, R., Abdul Majeed, A. (eds) Proceedings of the Colloquium on Administrative Science and Technology. Springer, Singapore. https://doi.org/10.1007/978-981-4585-45-3_36

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