The Mediating Role of Customer Commitment and Trust in the Relationship Between Corporate Social Responsibility and Customers' Behavioral Intentions

Subject Areas : marketing

Reyhaneh khizab ¹ (Ph.D. Student, Marketing Management, Aliabad Katool Branch, Islamic Azad Univeresity)
maryam rostami jam khaneh ² (Islamic Azad University AliAbad Katol Unit)
Majid Nasiri ³ (Department of Management, Aliabad katool Branch, Islamic Azad University)
Razieh Khizab ⁴ (Department of Banking and Financial Controlling, Otto Friedrich University of Bamberg, Bamberg, Germany)

Received: 2023-05-29 Accepted : 2023-06-27 Published : 2023-05-22

Keywords: Customer Trust, Customer Commitment, Corporate Social Responsibility, Behavioral Intentions,

Abstract :

The aim of the research was to investigate the relationship between the perception of the corporate social responsibility and the customers' behavioral intentions with regard to the mediating role of customer commitment and trust among customers of the Kale brand in Mazandaran province. This research is descriptive in terms of purpose, application and research method of correlational type. The statistical population of the research is all customers of Kale brand in Mazandaran province, whose number is considered indefinite. The statistical sample of the research is based on the table of Karjesi and Morgan equal to 384 customers, which was selected by available sampling method. A standard questionnaire was used as a data collection tool. The study model was designed with structural equation approach and modeled using SmartPLS software. The research results showed the significance of all the hypotheses and the research hypotheses were generally confirmed. In other words, the results showed that there is a significant relationship between the perception of the corporate social responsibility and the customers' behavioral intentions with regard to the mediating role of customer commitment and trust among customers of the Kale brand in Mazandaran province.