An Analysis of the Impact of Corporate Social Responsibility on Customer Behavioral Responses

It is of particular importance for modern businesses to pay attention to corporate social responsibility. Managers’ proper understanding of social responsibility activities and awareness of their weaknesses in this area is to effectively improve the competitive position of the company and customer responses. In addition, perceived service quality and brand image are introduced as the concepts that affect customer responses. The aim of this study is to analyze the impact of corporate social responsibility on the customer responses with a focus on the mediating role of perceived service quality and brand image in Tejart bank in the city of Shiraz.This study is of a descriptive-cognitive type. To collect the data, convenience sampling and 317 questionnaires were used. Chronbach’s alpha was computed for the reliability of the data with the satisfactory value of 0.970. For data analysis, the structural modelling equation method was used with the PLS software version 3. The findings of the study suggest that corporate social responsibility has a positive and significant relationship with perceived service quality and brand image. Also, the effects of perceived service quality and brand image are recognized as mediators in the relationship between corporate social responsibility and customer response. However, corporate social responsibility was found to have no direct effect on customer responses.