The multiple mediation roles of trust and satisfaction in the effect of perceived corporate social responsibility on loyalty

Purpose – This study aims at investigating the effect of corporate social responsibility perceptions of local people living in Diyarbakır on bank loyalty in terms of banking services and the mediator roles of trust and satisfaction in this effect. Research methodology – Cronbach’s Alpha coefficie...

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Main Authors: Abdullah Uslu, Halil İbrahim Şengün
Format: Article
Language:English
Published: Vilnius Gediminas Technical University 2021-03-01
Series:Business, Management and Economics Engineering
Subjects:
Online Access:https://journals.vgtu.lt/index.php/BME/article/view/13362
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spelling doaj-a5ce5f9875b541e89939f9733929cc9a2021-08-26T12:42:53ZengVilnius Gediminas Technical UniversityBusiness, Management and Economics Engineering2669-24812669-249X2021-03-01191496910.3846/bmee.2021.1336213362The multiple mediation roles of trust and satisfaction in the effect of perceived corporate social responsibility on loyaltyAbdullah Uslu0Halil İbrahim Şengün1Manavgat Tourism Faculty, Akdeniz University, Manavgat/Antalya, TurkeyFaculty of Economics and Administrative Sciences, Dicle University, Diyarbakır, TurkeyPurpose – This study aims at investigating the effect of corporate social responsibility perceptions of local people living in Diyarbakır on bank loyalty in terms of banking services and the mediator roles of trust and satisfaction in this effect. Research methodology – Cronbach’s Alpha coefficients, reliability, convergent and discriminant validity and multicollinearity were examined before testing the hypotheses of the research. The validity of the measurement model for the variables that are included in the model was examined by the confirmatory factor analysis. Partial least squares path modelling was used to analyze the research model and hypotheses, and multiple mediation analysis was used to test the mediation effects. The collected data were analyzed by the software SPSS 22.0 and SmartPLS 3.3.0. Findings – The research results exposed that the corporate social responsibility perceptions of bank customers have significant and positive effects on bank loyalty. Furthermore, satisfaction has had partial mediation effects on the relationship between CSR perception and loyalty. Research limitations – The population covers individuals with regular wage or salary who live in Diyarbakır. The survey was conducted between October 1 and December 1, 2019, with convenience sampling technique and 400 questionnaires were collected. Practical implications – When conducting CSR activities, businesses should emphasize that trust and satisfaction have an essential effect as well as loyalty. Originality/Value – This study investigated the simultaneous multiple mediator effects of trust and satisfaction in the relationship between CSR and loyalty.https://journals.vgtu.lt/index.php/BME/article/view/13362corporate social responsibilitycustomer trustcustomer satisfactioncustomer loyaltymultiple mediation
collection DOAJ
language English
format Article
sources DOAJ
author Abdullah Uslu
Halil İbrahim Şengün
spellingShingle Abdullah Uslu
Halil İbrahim Şengün
The multiple mediation roles of trust and satisfaction in the effect of perceived corporate social responsibility on loyalty
Business, Management and Economics Engineering
corporate social responsibility
customer trust
customer satisfaction
customer loyalty
multiple mediation
author_facet Abdullah Uslu
Halil İbrahim Şengün
author_sort Abdullah Uslu
title The multiple mediation roles of trust and satisfaction in the effect of perceived corporate social responsibility on loyalty
title_short The multiple mediation roles of trust and satisfaction in the effect of perceived corporate social responsibility on loyalty
title_full The multiple mediation roles of trust and satisfaction in the effect of perceived corporate social responsibility on loyalty
title_fullStr The multiple mediation roles of trust and satisfaction in the effect of perceived corporate social responsibility on loyalty
title_full_unstemmed The multiple mediation roles of trust and satisfaction in the effect of perceived corporate social responsibility on loyalty
title_sort multiple mediation roles of trust and satisfaction in the effect of perceived corporate social responsibility on loyalty
publisher Vilnius Gediminas Technical University
series Business, Management and Economics Engineering
issn 2669-2481
2669-249X
publishDate 2021-03-01
description Purpose – This study aims at investigating the effect of corporate social responsibility perceptions of local people living in Diyarbakır on bank loyalty in terms of banking services and the mediator roles of trust and satisfaction in this effect. Research methodology – Cronbach’s Alpha coefficients, reliability, convergent and discriminant validity and multicollinearity were examined before testing the hypotheses of the research. The validity of the measurement model for the variables that are included in the model was examined by the confirmatory factor analysis. Partial least squares path modelling was used to analyze the research model and hypotheses, and multiple mediation analysis was used to test the mediation effects. The collected data were analyzed by the software SPSS 22.0 and SmartPLS 3.3.0. Findings – The research results exposed that the corporate social responsibility perceptions of bank customers have significant and positive effects on bank loyalty. Furthermore, satisfaction has had partial mediation effects on the relationship between CSR perception and loyalty. Research limitations – The population covers individuals with regular wage or salary who live in Diyarbakır. The survey was conducted between October 1 and December 1, 2019, with convenience sampling technique and 400 questionnaires were collected. Practical implications – When conducting CSR activities, businesses should emphasize that trust and satisfaction have an essential effect as well as loyalty. Originality/Value – This study investigated the simultaneous multiple mediator effects of trust and satisfaction in the relationship between CSR and loyalty.
topic corporate social responsibility
customer trust
customer satisfaction
customer loyalty
multiple mediation
url https://journals.vgtu.lt/index.php/BME/article/view/13362
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