Corporate social responsibility (CSR) relationship between customer trust and customer satisfaction on customers loyalty in retail business in Thailand

Abstract

The objective of this study is to examine the relationship between corporate social responsibility (CSR), customer trust, customer satisfaction and customer loyalty in retail business industry of Thailand. Furthermore, the indirect effect of customer trust and customer satisfaction is examined between CSR and customer loyalty. For this purpose, this study considered quantitative approach in which cross-sectional research design was used for data collection. A survey was used for data collection from retail businesses of Thailand. The employee working in retail businesses are considered as the respondents of the current study. 400 questionnaires were distributed among the employees. Finally, data analysis is carried out with the help of Partial Least Square (PLS). Results of the study reported that; CSR has influential role to promote customer loyalty. It has positive effect on customer trust and customer satisfaction which further increases the customer loyalty in retail businesses. Therefore, CSR has positive role in customer loyalty by enhancing the customer trust and customer satisfaction.