The mediating effect of customer satisfaction in relationship with service quality, corporate social responsibility, perceived quality and brand loyalty

Abstract

This paper aims to examine empirically the mediation role of customer satisfaction between service quality, customer perceived value, corporate social responsibility, and brand loyalty at Lebanese private universities. A survey was administered with 378 respondents. A judgmental sample of university students were selected. The framework was tested through structural equation modeling (SEM). The findings indicate that service quality and perceived value influence customer satisfaction while satisfaction fully mediates the relationship between perceived value and brand loyalty. Additionally, corporate social responsibility showed insignificant relationship with customer satisfaction and brand loyalty. This study proposed that marketers should focus on service quality, customer perceived value and customer satisfaction for increasing brand loyalty in adopting their strategies at Lebanese private universities.