From Corporate Social Responsibility to Customer Loyalty: A Comprehensive Study Focusing on the Role of Organizational Capability
Subject Areas : Marketingمسعود براتی 1 , mehdi abedini 2 , bita yazdani 3
1 - Assistant Professor, Department of Management, Na.C., Islamic Azad University, Najafabad, Iran
2 - Department of Management, Na.C., Islamic Azad University, Najafabad, Iran
3 - Assistant Professor, Department of Management, Na.C., Islamic Azad University, Najafabad, Iran
Keywords: Corporate Social Responsibility (CSR), Customer Loyalty, Trust, Reputation, Organizational Capability, Notary Public Offices,
Abstract :
This study aims to comprehensively examine the relationship between corporate social responsibility (CSR) and customer loyalty, with a focus on the mediating roles of trust and reputation, as well as the moderating role of organizational capability, in notary public offices in the city of Isfahan (Iran). In terms of purpose, the research is applied, and in terms of nature and method, it is descriptive–correlational. The statistical population consists of customers of selected notary public offices in Isfahan, with a sample of 389 respondents selected through simple random sampling. Data were collected using both library and field methods (questionnaire) and analyzed through structural equation modeling using SmartPLS 4.0 software. The findings, while confirming the validity and reliability of the conceptual model, revealed that CSR does not have a statistically significant direct effect on customer loyalty. However, the indirect effect of CSR on customer loyalty through the mediating variables of trust and reputation was confirmed. Moreover, the results indicate that organizational capability, as a moderating variable, plays an important role in the relationship between CSR and customer loyalty. By presenting a comprehensive model of the effect of CSR on customer loyalty, this study underscores the importance of organizational capability in this relationship, offering insights that can be valuable for notary public offices and other organizations seeking to enhance customer relations and increase their loyalty.
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