The Ripple Effect of CSR: Building Customer Satisfaction, Customer Trust, Brand Commitment and Customer Citizenship Behaviors on Long-Term Relationship Dynamics

Abstract

Current research is to find out effect of CSR on customer trust, customer satisfaction and brand value of organization to the customers furthermore we will investigate the relations between these variables on CCB on the basis of long term relationship orientation Now days it is a major challenge for the organizations to hold its customers for a long time because of increase competition in banking industry as a lot of expenses are incurred directly or indirectly to hold the customer for long run. Therefore, retention of customers for a long period of time is a major area of concern. Thus there is a need to be focus on CSR activities for to increase the trust and satisfaction of customers. Furthermore, we will collect data from the customers of banking sector. Objective of the current research is to check the association between CSR, consumer satisfaction, trust, brand, CCB, and customers’ long term relationship orientation in Pakistani Organizations where customer citizenship behaviors trend is changed with the passage of time. This gap is taken from a recently published paper in 2020 on which the Author check the relationship between corporate social responsibility corporate image and long-term relationship orientation on republic of Korea. This study will carry out a survey method to collect the data as a sample of 300 employees of national private banks in Capital territory of Pakistan, Islamabad and will use questionnaire technique to gather information from the respondents. By using sample random sampling and linear regression analysis method we will be able to find out the influence of CSR on Brand, Trust, Satisfaction, CCB and LRO.