Project Research Article

Submitted by:
Sarwat Ullah
Sap # 6883
Submitted to:
Sir Raja Zohaib Ghafoor
 Impact of CSR on Customer Long Term relationship
Orientation. The Moderating Role of Customer Trust
and Customer Satisfaction

Abstract:
Current research is to find out the effect of CSR on customer long term relationship orientation
with the moderating role of customer trust, customer satisfaction Now days it is a major
challenge for the organizations to hold its customers for a long time because of increased
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 and long term
relationship orientation in Pakistani Organizations. This study will carry out a survey method to
collect the data as a sample of 40 customers of govt and private banks in Capital territory of
Pakistan, Islamabad and will use questionnaire technique to gather information from the
respondents. By using linear regression analysis method find out the influence of CSR on LRO
with the moderating role of customer trust and customer satisfaction. Finding indicate that CSR
has significant influence of LRO. Moreover, moderating variables also has significant impact on
the relationship between CSR and LRO.
Keyword:
Corporate Social Responsibility, Customer Long Term relationship Orientation (LRO).
Customer Trust and Customer Satisfaction
Introduction:

According to recent studies CSR is no more considered as expenditure relatively, researches are
revealing that organizational CSR performances are positively related to financial performance
of the firms (Cho, Chung, & Young, 2019). Also suggest that the growth rate of assets owned by
the company depend on their social contribution. Organizations performing CSR activities may
have influence on their sustainable growth and reputation. It is also concluded that CSR
maximizes corporate value and help the firm in achieving sustainability (Lee and Lee, 2019).
Firms practicing CSR activities experience maximized profits, increase in stockholder values,
social expectations fulfillment, betterment for stakeholders’ interests and improvements in
applications of laws and regulations in firm business operations along willingness to take
responsibilities (Carroll, 1979; Smith, 2003; Stubbs & Cocklin, 2007).

Trust is another factor that is important to the company in case of customers particularly securing
the data provided by them and promising of giving the best. Trust is commonly associated
between customers and associations through accompanying (Singh and Sirdeshmukh, 2000).
Consumers are meant to be primary stakeholders of the company and they are main sources of
company to earn income, meeting the needs of customer’s increases the trust, enhances retention,
intention, profitability and competitiveness. So, satisfaction of customer must be in high
priorities of firm operations and also its best source of gaining consumer reaction (Ranaweera &
Prabhu, 2003). Firms preferring customer oriented management systems experience increased
customer trust, commitment levels and loyalty which is important for gaining competitive
advantage (Servera-Francis D et al., 2015).

Customer satisfaction actually defines the evaluation made by customers about specific products
and services they are buying and consuming in long term period. The overall satisfaction affects
the company reputations, facilities, CSR policies and reason why it is leading to greater
satisfaction (Garcia-Madariaga et al., 2017). Luo X et al (2006) studied the relationship between
market value and customer satisfaction that is mediated by CSR activities which also means that
effect of CSR on market value is reduced non-significantly as customer satisfaction is
incorporated. In simple terms, customer satisfaction is important in marketing (Anderson EW et
al., 2004; Fornell C et al., 2016).
Some scholars have found that customer’s final consumers who think well, good and positive for
organization are very much likely to have long-term relationships with those organizations
(Barry et al., 2008; Ganesan, 1994). Customers who have positive thinking about company well-
being, they seem to have long term relationships with those corporations (Barry et al., 2008;
Ganesan, 1994). Therefore, companies need to treat citizenship behavior as positive involvement
activity that helps building long term relationship with customer for achieving long term
business competitive edge.

Gap to be addressed
As there are many researches has already been worked out in this sector at CSR and LRO but
there is something missing which needs to be explore. Previous surveys were mostly conducted
in developed countries but now need to done research in developing countries like India and
Pakistan. In prior study, corporate image is a standalone construct in previous studies, so for
comprehensive research in the foodservice context, future research should consider brand or
corporate awareness, satisfaction and trust (Kim et al., 2020)

Problem statement
The study seeks to assess the impact of CSR on Customer Long term relationship orientation and
further ascertain the moderating role of customer satisfaction and customer trust.

Research Questions

1. Is CSR influence Customer long term Relationship Orientation?

2. Does customer satisfaction moderate the relationship between corporate social responsibility
and Customer long term Relationship Orientation?
3. Does customer trust moderate the relationship between corporate social responsibility and
Customer long term Relationship Orientation?

Research Objectives
1. To examine the impact of CSR on Customer long term Relationship?
2. To investigate the moderating effect of customer satisfaction between CSR and Customer long
term Relationship?
3. To find out the moderating effect of customer trust between CSR and Customer long term
Relationship?

Research Framework

Customer
Trust

Corporate Customer Long

Social Term Relationship
Responsibility Orientation

Customer
Satisfaction
Target Sector:

The data was collected through research instrument i.e. questionnaires which were collected
from customers of all national and private banks of Pakistan. Questionnaires were distributed in
different branches of national and private banks located in different cities of Pakistan.

Introduction:

According to recent studies CSR is no more considered as expenditure relatively, researches are
revealing that organizational CSR performances are positively related to financial performance
of the firms (Cho, Chung, & Young, 2019). Also suggest that the growth rate of assets owned by
the company depend on their social contribution. Organizations performing CSR activities may
have influence on their sustainable growth and reputation. It is also concluded that CSR
maximizes corporate value and help the firm in achieving sustainability (Lee and Lee, 2019).
Firms practicing CSR activities experience maximized profits, increase in stockholder values,
social expectations fulfillment, betterment for stakeholders’ interests and improvements in
applications of laws and regulations in firm business operations along willingness to take
responsibilities (Carroll, 1979; Smith, 2003; Stubbs & Cocklin, 2007).

Trust is another factor that is important to the company in case of customers particularly securing
the data provided by them and promising of giving the best. Trust is commonly associated
between customers and associations through accompanying (Singh and Sirdeshmukh, 2000).
Consumers are meant to be primary stakeholders of the company and they are main sources of
company to earn income, meeting the needs of customer’s increases the trust, enhances retention,
intention, profitability and competitiveness. So, satisfaction of customer must be in high
priorities of firm operations and also its best source of gaining consumer reaction (Ranaweera &
Prabhu, 2003). Firms preferring customer oriented management systems experience increased
customer trust, commitment levels and loyalty which is important for gaining competitive
advantage (Servera-Francis D et al., 2015).
Customer satisfaction actually defines the evaluation made by customers about specific products
and services they are buying and consuming in long term period. The overall satisfaction affects
the company reputations, facilities, CSR policies and reason why it is leading to greater
satisfaction (Garcia-Madariaga et al., 2017). Luo X et al (2006) studied the relationship between
market value and customer satisfaction that is mediated by CSR activities which also means that
effect of CSR on market value is reduced non-significantly as customer satisfaction is
incorporated. In simple terms, customer satisfaction is important in marketing (Anderson EW et
al., 2004; Fornell C et al., 2016).

Some scholars have found that customer’s final consumers who think well, good and positive for
organization are very much likely to have long-term relationships with those organizations
(Barry et al., 2008; Ganesan, 1994). Customers who have positive thinking about company well-
being, they seem to have long term relationships with those corporations (Barry et al., 2008;
Ganesan, 1994). Therefore, companies need to treat citizenship behavior as positive involvement
activity that helps building long term relationship with customer for achieving long term
business competitive edge.

Literature Review:
In the era of competitive business environment, CSR is one of the important tools to rule over
others in business world. Mainly it is connected with economical, moral and ethical expectations
of society (O’Connor and Meister, 2008). Customers really expect from the corporations to work
for society development which has changed CSR view from a tactic of competitive edge to an
expectation of living socially responsible. The growing perception and understanding of CSR
activities have boosted motivation of businesses to indulge in CSR practices to gain competitive
edge. CSR is increasing the profitability of corporations and hence image by acknowledging the
necessity of CSR behaviors. (Perez and Rodriguez-del-Bosque,2015). Consumers like to favor
companies practicing CSR activities as only those companies can achieve a positive influence
with enhanced business image and reputations and also, they enjoyed increased market shares
(Kim et al., 2017; Porter and Kramer, 2006). The image of corporations resulting from CSR
practices could improve customer behavior as a citizen and it polishes the relationship between
customer and company (Plewa et al., 2015). Customers with positive image of company tend to
show more active responses by providing partial services like be an employee of the company
(Bowen and Schneider,1985; Yi and Gong, 2013). When customers have a positive image of the
firm, they will endure the relationship and will incline to support future company development
(Chang and Chieng, 2006). Customers who have positive thinking about company well-being,
they seem to have long term relationships with those corporations (Barry et al., 2008; Ganesan,
1994). Therefore, companies need to treat citizenship behavior as positive involvement activity
that helps building long term relationship with customer for achieving long term business
competitive edge. So, taking as whole CSR is business competitive edge that helps firm to gain
the attention of customer by polishing its image in customer mind and making him more
responsible towards his role and long-term relationship with the company by playing his part as
responsible citizen.

CSR maximizes corporate value and help the firm in achieving sustainability (Lee and Lee,
2019). Carroll proposed CSR pyramid model which emerged as a greater discovery in available
in literature. Carroll’s pyramidal CSR model includes four different aspects of responsibility i-e
economical, legal, ethical and philanthropic in order to achieve best results in practices and
increase firm value (Carroll, 1991). Trust is one of the very important component that directed to
the formation of long relationship with customers, some time securing the data of customer leads
the relationship more stonger this is directed as the build a trust by customer on the organization
(Singh and Sirdeshmukh, 2000 : 151) this is mostly done in banking industry where the data of
customer is the most important thing.
Prior literature working on CSR and trust have also find that bad reactions of customers and
stakeholders such as disbelief mostly because of low or no knowledge of CSR rather than
finding positive results the CSR activity find bad results for organization (Kim and Ferguson
2016) (Singh et al. 2009). Thus the growing knowledge of corporate social responsibility activity
may result to increase the end results this is only done through CSR communication. Trust in
Corporate Social Responsibility elaborate as a single customer trust dependability an
organization’s bonding about its corporate social responsibility workings.
Service quality is the most important literature because of it the researchers find some most
important outcomes, including repurchase intention and customer satisfaction (Caruana, 2002;
Gronroos, 1984) (Khan et al., 2015) (Pe´rez and Rodrı´guez del-Bosque, 2015). In the CSR
reserches, excellence is commonly check accordingly customer satisfaction (Gronroos, 1984;
Parasuraman et al., 1985) Customers are the main part of organization where organization earn
the profit and income, when corporate fulfill the need of customer it increase customer trust and
repurchase habit of customers which leads to increase in profit of organization and
competitiveness. Therefore, satisfaction of customer is first priority in the service industry which
also provides the positive and significant feedback (Ranaweera & Prabhu, 2003). Individual
level of disappointment and happiness is customer satisfaction(including over-or under-
fulfilment) concerning about buy a product or service, and compare the good and services of
different organization which company meet the expectations and which is behind the thinking’s
(Kotler, 2003; Oliver, 1997). Found by Oliver (1980), level of thinking’s theory of
disconfirmation used mostly while considering satisfaction as variable. The theory finds when
consumer is happy from services and good which he purchased from organization it leads to
satisfaction of customer and which increase the performance of organization and also increase
the profits.

H1: Corporate Social responsibility positively related to Long term relationship orientation
H2: Customer Trust has significant mediating role between CSR and Long term relationship
orientation
H3: Customer satisfaction has significant mediating role between CSR and Long term
relationship orientation
Result:
The respondents’ profile is shown in Table 1. After collecting the questionnaires, complete from
all aspect questionnaires were selected among those received back summing up to 40. It shall be
noted that most of the demographic data collected has nothing to do with any of the analysis in
the current research. However, it can be used in future researches. In case of gender, the
respondents included 23 (57.50%) of male i.e. maximum male, and 17 (42.50%) of the female.
The monthly income group distribution is as follows; “The monthly income of banking
customer” has following distribution; less then 25,000 includes 07 respondents (17.50%)
respondents salary 25000-50000 includes 14 respondents (35.00%), 50000-75000 includes 11
respondents (27.5%), 75000-100000 includes 5 respondents (12.50%) and more than 100000
include 3 respondents (7.50%). Table 2 show the descriptive statistics of Corporate social
responsibility, Customer satisfaction, Customer trust and customer long term relationship.
Descriptive statistics included Original Sample, Sample mean, Standard Deviation, minimum
and maximum values.

Table 1: Profile of Respondents

Frequency Percent Valid Percent Cumulative Percent

Female 17 42.5 42.5 42.5

Gender
Male 23 57.5 57.5 100.0

Bachelor 18 45.0 45.0 45.0

Intermediate 7 17.5 17.5 62.5

Level Of
Education
Master/M-Phill 14 35.0 35.0 97.5

Matric 1 2.5 2.5 100.0

25000 - 50000 14 35.0 35.0 35.0

50000 - 75000 11 27.5 27.5 62.5

Monthly
Income 75000 - 100000 5 12.5 12.5 75.0

Less than 25000 7 17.5 17.5 92.5

 More than
3 7.5 7.5 100.0
100000

Table 2 Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

CSR 36 11.00 40.00 33.0556 5.74180

SATISFACTION 39 8.00 25.00 20.1795 3.57529

TRUST 36 16.00 45.00 37.7500 5.68896

LRO 38 8.00 30.00 24.6579 4.80020

Multicollinearity (Checking the correlation between independent &

Moderators)

Table 3 Correlations
CSR SAT T
CSR Pearson
1 .532** .383*
Correlation
Sig. (2-tailed) .000 .015
N 40 40 40
SAT Pearson
.532** 1 .643**
Correlation
Sig. (2-tailed) .000 .000
N 40 40 40
T Pearson
.383* .643** 1
Correlation
Sig. (2-tailed) .015 .000
N 40 40 40
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Impact of CSR on LRO:
Table 4 Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .455a .207 .186 .9164
a. Predictors: (Constant), CSR

Table 5 ANOVAa
Sum of
Model Squares df Mean Square F Sig.
1 Regression 8.337 1 8.337 9.927 .003b
Residual 31.913 38 .840
Total 40.249 39
a. Dependent Variable: LRO

b. Predictors: (Constant), CSR

Table 6 Coefficients

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.224 .892 1.373 .178
CSR .675 .214 .455 3.151 .003
a. Dependent Variable: LRO

Table 4 shows the model summary of the direct effect of CSR on LRO. Table 6 shows the direct
impact of corporate social responsibility and customer long term relationship orientation. The
coefficient of CSR (0.455** , p<0.05 ) which disclose that Corporate Social responsibility (CSR)
positively related to Long term relationship orientation (LRO). The results showed that CSR has
a positive and significant impact on LRO. This shows that increase in performance of CSR has
also positively increased the LRO.
Moderation Role of Customer Satisfaction
Table 7 Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .864a .747 .734 .5645
a. Predictors: (Constant), Moderator, CSR, SAT

Table 8 ANOVAa

Sum of
Model Squares df Mean Square F Sig.
1 Regression 28.446 4 7.111 33.704 .000b
Residual 12.804 36 .355
Total 41.250 40
a. Dependent Variable: LRO

b. Predictors: (Constant), Moderator, CSR, SAT

Table 9 Coefficients

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) -.675 1.964 -.299 .009
CSR .241 .299 .145 .717 .003
SAT .789 .137 .683 2.859 .001
Moderator
.001 .130 .002 .003 .004
(CSR*SAT)
a. Dependent Variable: LRO
Table 9 shows the Moderating result of customer satisfaction between the relationship of CSR
and LRO. The coefficient of CSR (0.299 ** , p<0.05 ) which disclose that CSR has significant
impact on customer long term relationship orientation. This means increasing the CSR activities
increasing the customer long term relationship orientation. Furthermore, the coefficient of SAT
(0.683) shows statistically significant which means customer satisfaction increase the long term
relationship orientation but in case of moderation effect represent by CSR*SAT the coefficient
of CSR*SAT (0.002***, p<0.05) shows statistically significant with LRO which mean
moderation effect (CSR*SAT) increase the customer long term relationship orientation.

Moderation Role of Customer Trust

Table 10 Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .855a .732 .709 .5478
a. Predictors: (Constant), Moderator, CSR, T

Table 11 ANOVAa

Sum of
Model Squares df Mean Square F Sig.
1 Regression 29.446 3 9.815 32.706 .000b
Residual 10.804 36 .300
Total 40.249 39
a. Dependent Variable: LRO

c. Predictors: (Constant), Moderator, CSR, T

Table 12 Coefficients

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) -.578 1.956 -.296 .769
 CSR .229 .281 .155 .817 .002
T .889 .237 .783 3.749 .001
Moderator
.000 .125 .001 .003 .004
(CSR*trust)
a. Dependent Variable: LRO

Table 12 shows the Moderating result of customer trust between the relationship of CSR and
LRO. The coefficient of CSR (-0.281** , p<0.05 ) which disclose that CSR has significant impact
on customer long term relationship orientation. This means increasing the CSR activities
increasing the customer long term relationship orientation. Furthermore, the coefficient of Trust
(0.783) shows statistically significant which means customer trust increase the long term
relationship orientation but in case of moderation effect represent by CSR*trust the coefficient
of CSR*trust (0.001**, p<0.05) shows statistically significant with LRO which mean moderation
effect (CSR*Trust) increase the customer long term relationship orientation

Conclusion
The findings of this study offer a number of conclusions for managers and researchers who are
interested in the study of customer of banks in Pakistan. In present lager amount of CSR
activities done by banks but customer are unhappy with the CSR activities they want more CSR
activities. The reason of current work is to check how and in which way the CSR activity
increases customer long term relationship orientation with the moderating role of Customer trust
and satisfaction and how CSR increase long term relationship orientation. At end affect the
turnover profitability in banking sector of Pakistan. The finding of study reveal that CSR
activities has significant influence on customer long term relationship orientation. This shows
that CSR activities enhance the customer long term relationship orientation with bank. The
present study found a significant contribution of customer trust as a moderating variable in
relationship between CSR and customer long term relationship orientation. Similarly existing
study also found a significant contribution of customer satisfaction as a moderating variable in
relationship between CSR and customer long term relationship orientation. In this regard, many
scholars have proved this as a CSR activities increase the trust and satisfaction of stakeholders
(e.g., Morsing and Schultz 2006). CSR-oriented companies and organization made profit in long
run approach; this can only done only by creating customer trust and satisfaction. CSR upgrade
the customer trust and satisfaction and hence improves its financial value. In current study data
was collected from banking customer through questionnaire in future you may collect data from
employees or through conduct interviews. The results can also vary if we gathered data from
employees because perceptions changes. One industrial sector i.e. banking sector has been
considered for the current research due to its due importance in the previous literature, other
industries needs to be consider for same research model.

Measurements/Scales

Corporate social responsibility (CSR)

To measure the CSR the scale is being used was adopted from (Latif et al., 2020).

Customer trust (T)

To measure the customer trust the scale is being used was adopted from (Bhattacherjee, 2002).

Customer Satisfaction (SAT)

To measure the W.F.C the scale is being used was adopted from (Latif et al., 2020).

Long term relationship orientation (LRO)

To measure the turnover intentions the scale is being used was adapted from previous study by
(Ganesan, 1994)

Age: ______________ Gender: ___________ Level of Education: _______________

Monthly Income: ____________________

Occupation: ___________________________ Marital Status: ________________________

Scale: 1 =Strongly disagree, 2= Disagree, 3 = Neutral, 4 = Agree, 5 =Strongly Agree

S. Dimensio Cod
Scale Item 1 2 3 4 5
# n e

Customer perceptions of CSR (CSR)

 The bank you last visited
Checks the quality of goods and/or services
1 CSR1
provided to customers.
Is helpful to customers and advises them
2 CSR2
about its products and/or services.
3 CSR3 Respects its commitments to customers.
Invests in innovations that are to the
4 CSR4
advantage of customers.
Ensures that its products and/or services are
5 CSR5
accessible for all its customers.
6 CSR6 Seems to be environmentally responsible
7 CSR7 Looks like a good company to work for.
8 CSR8 Seems to treat its people well
Customer Satisfaction (SAT)
Overall, I was satisfied with my banking
9 SAT1
experience.
10 SAT2 I would return to the bank in the future.
11 SAT3 I would recommend the bank to others.
Considering the bank, the quality of service
12 SAT4
was excellent.
I think that I made the correct decision to
13 SAT5
use the services of this bank

Customer Trust (T)

Bank has the skills and expertise to perform
14 T1
transactions in an expected manner.
Bank has access to the information needed
15 T2
to handle transactions appropriately
Bank has the ability to meet most customer
16 T3
needs
Bank is fair in its conduct customer
17 T4
transactions.
Bank is fair in its use of private user data
18 T5
collected during a transaction
Bank is fair in its customer service policies
19 T6
following a transaction.
Bank is open and receptive to customer
20 T7
needs.
Bank makes good-faith efforts to address
21 T8
most customer concerns.
22 T9 Overall, Bank is trustworthy

Long Term Orientation (LRO)

We believe that over the long run our
23 LRO1
relationship with the bank will be profitable
Maintaining a long term relationship is this
24 LRO2
bank is importance to us
We focus on long term goal in this
25 LRO3
relationship
We are willing to make sacrifices to help
26 LRO4
this bank for time to time
We share our long term goals with this
27 LRO5
bank
We would like to develop a long term
28 LRO6
relationship with this bank

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