An Assessment of Corporate Social Responsibility, Customer Satisfaction and Customer Trustworthiness: Does Corporate Image matter for the Chinese Economy?

Abstract

In light of the increased universal interest in corporate social responsibility (CSR), this article investigates how CSR characteristics impact customers satisfaction (CS) and customers loyalty (CT), as well as whether the corporate image (CI) has a moderating influence on the links among CSR and customer satisfaction (CS) and customer trustworthiness (CT). Consumers in impoverished and affluent economies may have distinct prospects for CSR. Structural equation modelling (SEM) is used for hypothesis testing in this study. According to findings, this study suggested that CSR has a substantial positive impact on CS and CT and that CS has a positive impact on CT. Consumer protection (CP), ethical responsibility (ETR), philanthropic responsibility (PR), green economic responsibility (ECR), and environmental contribution (EC) are conscripted in order of significance. Corporate Image (CI) has a significant moderating effect on the association between CSR and CS. Thus, authorities should execute CSR features from the consumer's perspective, which will persuade customers to be concerned with the businesses sympathetically. The assumption makes commendations for potential future study and marketing practice.