Relationship between corporate social responsibility and
customer loyalty: The mediating effect of positive affect
ABSTRACT
Today, customer is one of the main stakeholders of businesses. In addition, customers’ perception
of corporate social responsibility (CSR) has a great importance in ensuring the continuity, that is,
sustainability, of businesses. This study investigated the relationships among costumers’ perception of
CSR, their positive affect and loyalty. Dataset of the study consisted of 549 questionnaires gathered
from bank customers in Ankara. Data input of the research was done with “SPSS 24” software, and then
data were analyzed through “SPSS 24” and “AMOS 24” software programs. “Overall confirmatory
factor”, “internal consistency (Cronbach’s alpha)”, “composite reliability”, “convergent validity”,
“discriminant validity”, “Pearson correlation”, “first/second structural equation modeling” and
“Sobel test in interactive environment” analyses were employed in this study. In terms of participants
the results prove that customers’ perception of CSR directly influences their positive affect in a
significant and positive way, and then positive affect has a direct, significant and positive effect on
customer loyalty. Also, perceived CSR influences customer loyalty both directly and indirectly through
positive affect in a significant and positive way. In other words, “positive affect” has a partial mediating
role in the mechanism established within the scope of the study. Based on the functional definitions of
the variables in the model, the research results of the study can also be explained as follows: If
customers’ perception that the bank fulfills its social responsibilities for “customers”, “shareholders”,
“employees”, “community” and “legal-ethical issues” enhances, their loyalty to the bank increases,
that is, they become more loyal customers. Reinforced positive feelings of customers about the bank
thanks to the enhanced perception of CSR contribute to this situation. According to the literature,
customer loyalty is a variable contributing to the business. Therefore, in this study, it is concluded that
it is possible to increase the contributions of customer loyalty to a bank through the healing effect of
customers’ enhanced perception of CSR on their emotional state.
Keywords: Corporate social responsibility, stakeholder theory, positive affect, customer loyalty, sustainability