Effects of CSR on Customer Retention in Different Sectors of Pakistan: A study of CSR and customer retention in banking, cellular and fast food sectors of Pakistan

Gull, Shamaila, Alam, Rauf

ISBN 10: 384655605X / ISBN 13: 9783846556054

Published by LAP LAMBERT Academic Publishing, 2011

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Bibliographic Details

• Title: Effects of CSR on Customer Retention in Different Sectors of Pakistan: A study of CSR and customer retention in banking, cellular and fast food sectors of Pakistan
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2011
• Language: English
• ISBN 10: 384655605X
• ISBN 13: 9783846556054
• Binding: paperback
• Condition: New
• Book Type: book

About this title

Synopsis

This research is an important progress in the literature of CSR and consumer behavior as it has used a model that joins CSR activities, consumer awareness and product/service quality and consumer’s satisfaction to determine their impact on consumer purchase intentions and finally consumer retention behavior. This research scientifically determines the awareness level of consumers regarding CSR actions, consumer satisfaction occurring out of product/service quality of the same corporation and then their effect on consumer purchase behavior and future retention behavior. The major objectives to conduct this research are to analyze, evaluate and document the impact of CSR on consumer retention in banking, cellular and fast food sectors of Pakistan, to investigate a relationship between CSR and consumer retention, to determine the importance of a company’s CSR activities to consumers, to determine the other factors along with CSR that can influence the consumer purchase intentions and afterwards gain consumer retention/loyalty.

About the Author

Ms. Shamaila Gull is working as lecturer at Institute of Business and Information Technology, Punjab University. Her area of research is MANAGEMENT. The second author Ms. Rauf Alam is a graduated student of Institute of Business and Information Technology. She has completed her M.Phil thesis under the supervision of Ms. Shamaila Gull.