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Understanding CSR and Customer Loyalty: The Role of Customer Engagement

Understanding CSR and Customer Loyalty: The Role of Customer Engagement This study investigates the effect of corporate social responsibility (CSR) on customer loyalty and explores the role of customer engagement. The moderating role of gender is also examined. A total of 348 valid responses collected via the intercept approach from life insurance customers in Ghana were analyzed using structural equation modeling. The results suggest that CSR dimensions (economic, environmental, and social responsibility) positively impact customer loyalty. Also, the results indicate a partial mediating influence of customer engagement between CSR dimensions and customer loyalty. Further, the results establish the moderating effect of gender between economic and environmental dimensions of CSR and customer engagement. However, the study finds no moderating effect of gender between the social dimension of CSR and customer engagement. The study provides an empirical basis for CSR strategies that can drive customer engagement and customer loyalty in the insurance sector in many economies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal Of African Business Taylor & Francis

Understanding CSR and Customer Loyalty: The Role of Customer Engagement

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Understanding CSR and Customer Loyalty: The Role of Customer Engagement

Abstract

This study investigates the effect of corporate social responsibility (CSR) on customer loyalty and explores the role of customer engagement. The moderating role of gender is also examined. A total of 348 valid responses collected via the intercept approach from life insurance customers in Ghana were analyzed using structural equation modeling. The results suggest that CSR dimensions (economic, environmental, and social responsibility) positively impact customer loyalty. Also, the results...
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Publisher
Taylor & Francis
Copyright
© 2021 Informa UK Limited, trading as Taylor & Francis Group
ISSN
1522-9076
eISSN
1522-8916
DOI
10.1080/15228916.2021.1962154
Publisher site
See Article on Publisher Site

Abstract

This study investigates the effect of corporate social responsibility (CSR) on customer loyalty and explores the role of customer engagement. The moderating role of gender is also examined. A total of 348 valid responses collected via the intercept approach from life insurance customers in Ghana were analyzed using structural equation modeling. The results suggest that CSR dimensions (economic, environmental, and social responsibility) positively impact customer loyalty. Also, the results indicate a partial mediating influence of customer engagement between CSR dimensions and customer loyalty. Further, the results establish the moderating effect of gender between economic and environmental dimensions of CSR and customer engagement. However, the study finds no moderating effect of gender between the social dimension of CSR and customer engagement. The study provides an empirical basis for CSR strategies that can drive customer engagement and customer loyalty in the insurance sector in many economies.

Journal

Journal Of African Business – Taylor & Francis

Published: Oct 2, 2022

Keywords: Corporate social responsibility; loyalty; customer engagement; life insurance; ghana

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