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 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.

Keyword : corporate social responsibility, customer trust, customer satisfaction, customer loyalty, multiple mediation

How to Cite
Uslu, A., & Şengün, H. İbrahim. (2021). The multiple mediation roles of trust and satisfaction in the effect of perceived corporate social responsibility on loyalty. Business, Management and Economics Engineering, 19(1), 49-69.
Published in Issue
Mar 19, 2021
Abstract Views
PDF Downloads
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.


Afridi, S., Gül, S., Haider, M., & Batool, S. (2018). Mediating effect of customers’ trust between the association of corporate social responsibility and customers’ loyalty. Pakistan Journal of Commerce and Social Sciences, 12(1), 214–228.

Amrutha, V. N., & Geetha, S. N. (2020). A systematic review on green human resource management: Implications for social sustainability. Journal of Cleaner Production, 247, 119131.

Aydın, S., & Özer, G. (2005). National customer satisfaction indices: An implementation in the Turkish mobile telephone market. Marketing Intelligence and Planning, 23(5), 486–504.

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94.

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.

Brammer, S. J., & Pavelin, S. (2006). Corporate reputation and social performance: The importance of fit. Journal of Management Studies, 43(3), 435–455.

Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497–505.

Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39–48.

Carroll, A. B. (1999). Corporate social responsibility. Business & Society, 38(3), 268–295.

Chen, F.-Y., Chang, Y.-H., & Lin, Y.-H. (2012). Customer perceptions of airline social responsibility and its effect on loyalty. Journal of Air Transport Management, 20, 49–51.

Chin, W. W. (2010). How to write up and report PLS analyses. In V. V. Esposito, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares: Concepts, methods and applications in marketing and related fields (pp. 655–690). Springer.

Chung, K.-H., Yu, J.-E., Choi, M.-G., & Shin, J.-I. (2015). The effects of CSR on customer satisfaction and loyalty of China: The moderating role of corporate image. Journal of Economics, Business and Management, 5(3), 542–547.

Cingöz, A., & Akdoğan, A. A. (2012). İşletmelerin kurumsal sosyal sorumluluk faaliyetleri: Kayseri İli’nde bir uygulama. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16(3), 331–349.

Cohen, L., Manion, L., & Morrison, K. (2017). Research methods in education (8th ed.). Routledge.

de Quevedo-Puente, E., de la Fuente-Sabate’, J. M., & Fombrun, C. J. (2007). Corporate social performance and corporate reputation: Two interwoven perspectives. Corporate Reputation Review, 10(1), 60–72.

Diallo, M. F., & Lambey-Checchin, C. (2016). Relationships between CSR and customer loyalty: What lessons for retailers? Energyie, Environement, et Mutations Sociates (pp. 1–20). Saint Etienne.

Doğan, S., & Varinli, İ. (2010). İşletmelerde sosyal sorumluluk anlayışı ve kurumsal imaj ilişkisi: Banka müşterilerine yönelik bir araştırma. Abant İzzet Baysal Üniversitesi İİBF Ekonomik ve Sosyal Araştırmalar Dergisi, 6(2), 1–26.

Eren, S., & Eker, S. (2012). Kurumsal sosyal sorumluluk algısının marka imajı, algılanan değer, müşteri tatmini ve marka sadakatine etkisi üzerine bir saha araştırması: X markası örneği. Süleyman Demirel Üniversitesi İİBF Dergisi, 17(2), 451–472.

Fatma, M., & Rahman, Z. (2016). The CSR’s influence on customer responses in Indian banking sector. Journal of Retailing and Consumer Services, 29, 49–57.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

Gefen, D., Straub, D. W., & Boudreau, M.-C. (2000). Structural equation modeling techniques and regression: Guidelines for research practice. Communications of the Association for Information Systems, 4, 1–78.

Gold, A. H., Malhotra, A., & Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of Management Information Systems, 18(1), 185–214.

Govindan, K., Shaw, M., & Majumdar, A. (2020). Social sustainability tensions in multi-tier supply chain: A systematic literature review towards conceptual framework development. Journal of Cleaner Production, 279, 123075.

Gültekin, S. (2018). Kurumsal Sosyal Sorumluluk ve Müşteri Sadakat İlişkisi Üzerine Bir Araştırma: Alışveriş Merkezi Örneği [Unpublished Master’s thesis]. Toros University Institute of Social Sciences, Mersin.

Hair, J., Black, W., Babin, B., & Anderson, R. (2014). Multivariate data analysis. Pearson New International Edition (7th ed.). Pearson Education.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.

Hayes, J. (2018). The theory and practice of change management. Palgrave.

He, H., & Li, Y. (2011). CSR and service brand: The mediating effect of brand identification and moderating effect of service quality. Journal of Business Ethics, 100(4), 673–688.

Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, Jr. D. J., Hair, J. F., Hult, G. T. M., & Calantone, R. J. (2014). Common beliefs and reality about PLS: Comments on Rönkkö amd Evermann. Organizational Research Methods, 17(2), 182–209.

Henseler, J., Ringle, C., & Sarsted, M. (2015). A new criterion for assesing discriminant validity in variance-based structural equation modeling. Journal of Academy of Marketing Science, 43, 115–135.

Henseler, J., Hubona G. S., & Ray, P. A. (2016). Using PLS path modeling in new technology: Updated guidelines. Industrial Management & Data Systems, 116(1), 1–19.

Henseler, J. (2018). Partial least squares path modeling: Quo vadis? Quality & Quantity, 52(1), 1–8.

Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate: Social marketing. Journal of Public Policy & Marketing, 21(1), 78–89.

Hu, L., & Bentler, P. (1999). Cutoff criteria for fit indices in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.

Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2018). Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty. Journal of Business Ethics, 163, 151–166.

Isa, S. M. (2012). An analysis of corporate social responsibility (CSR) on stakeholders loyalty: Perceptions of Malaysian organizations. International Journal of Business and Social Research, 2(7), 1–12.

Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., & Suk, H. K. (2008). Brand equity in hospital marketing. Journal of Business Research, 61(1), 75–82.

Koçoğlu, C. M. (2016). Kurumsal Sosyal Sorumluluk Algısının Tüketici Temelli Marka Denkliği Bileşenleri Üzerindeki Etkisi;TR 81 Düzey 2 Bölgesindeki Ford Kullanıcıları Üzerine Bir Araştırma [Unpublishd PhD thesis]. Bülent Ecevit University Institute of Social Sciences, Zonguldak.

Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration (IJeC), 11(4), 1–10.

Köse, G. (2015). Pazarlama Anlayışında Değişimler Açısından KSS’nin Müşteri Tatmini ve Müşteri Sadakatiyle İlişkisi Üzerine Bir Araştırma. 20. Ulusal Pazarlama Kongresi (pp. 443–454). Eskişehir.

Latif, K. F., Perez, A., & Sahibzada, U. F. (2020). Corporate social responsibility (CSR) and customer loyalty in the hotel industry: A cross-country study. International Journal of Hospitality Management, 89, 1–13.

Nejjari, Z., & Aamoum, H. (2020). The role of ethics, trust, and shared values in the creation of loyalty: Empirical evidence from the Moroccan University™. Business, Management and Education, 18(1), 106–126.

Nitzl, C., Roldán, J. L., & Cepeda, G. (2016). Mediation analysis in partial least squares path modeling: Helping researchers discuss more sophisticated models. Industrial Management & Data Systems, 116(9), 1849–1864.

Nunnally, J. C. (1978). Psychometric theory. McGraw Hill.

Onaran, B., Uyar, A., & Avan, A. (2013). Eğitim destekli kurumsal sosyal sorumluluk kampanyalarina yönelik tüketici algılamaları. Business & Economics Research Journal, 4(3).

Özgüven, N. (2013). Sosyal pazarlama kampanyalarina yönelik tutumun müşteri memnuniyeti ve bağlılığına etkisi. Ege Akademik Bakis, 13(1), 29.

Özmen, S. (2009). Kurumsal İmaj ve İtibarın Geliştirilmesinde Sosyal Sorumluluk Kampanyalarının Rolü: Küresel Isınma Üzerine Türkiye’de Bir Örnek” Doğa İçin Garanti Kampanyası. İstanbul University Institute of Social Sciences.

Raykov, T., & Marcoulides, A. G. (2006). A first course instructural equation modeling (2th ed.). Lawrence Erlbaum Inc.

Rivera, J. J., Bigne, E., & Curraz-Perez, R. (2019). Effects of corporate social responsibility on consumer brand loyalty. Review of Business Management, 21(3), 395–415.

Saraçoğlu, N. (2013). İşletmelerde Kurumsal Sosyal Sorumluluk Uygulamalarının Müşteri Güveni, Müşteri Bağlılığ Ve Firma Imajı Üzerindeki Etkileri [Unpublished Master’s thesis]. Adnan Menderes University Institute of Social Sciences, Aydın.

Skvarciany, V., & Jurevičienė, D. (2017). Factors affecting personal customers’ trust in traditional banking: Case of the Baltics. Journal of Business Economics and Management, 18(4), 636–649.

Skvarciany, V., & Jurevičienė, D. (2018). Factors influencing individual customers trust in internet banking: Case of Baltic states. Sustainability, 10(12), 4809.

Swaen, V., & Chumpitaz, R. C. (2008). Impact of corporate social responsibility on consumer trust. Resherche Et Applications En Marketing, 23(4), 7–33.

Tambovceva, T., Titko, J., & Alksne, A. (2017, November 8–9). Corporate social responsibility perceived by Latvian Enterprises. In Proceedings of the 30th International Business Information Management-Association Conference (IBIMA 2017) – Vision 2020: Sustainable Economic Development, Innovation Management, and Global Growth (pp. 1557–1568). Spain, Madrid.

The Banks Association of Turkey. (2020). Statistics of banks.

Torlak, Ö. (2007). Pazarlama ahlâkı. Beta Yayınları, İstanbul.

Uhlig, M. R. H., Mainardes, E. W., & Nossa, V. (2020). Corporate social responsibility and consumer’s relationship intention. Corporate Social Responsibility and Environmental Management, 27(1), 313–324.

Uslu, A., Ergün, G. S., & Karabulut, A. N. (2020). Otel işletmelerinde marka denkliğinin müşteri memnuniyeti üzerindeki etkisi: Güven değişkeninin aracı rolü. Türk Turizm Araştırmaları Dergisi, 4(3), 2264–2281.

VanderWeele, T., & Vansteelandt, S. (2014). Mediation analysis with multiple mediators. Epidemiologic Methods, 2(1), 95–115.

van Doorn, J., Onrust, M., Verhoef, P. C., & Bügel, M. S. (2017). The impact of corporate social responsibility on customer attitudes and retention- the moderating role of brand success indicators. Marketing Letters, 28(4), 607–619.

Williams, J., & MacKinnon, D. (2008). Resampling and distribution of the product methods for testing indirect effects in complex models. Structural Equation Modeling: A Multidisciplinary Journal, 15(1), 23–51.

Worldometer. (2020). Statistics of Covid-19 pandemic.

Yakar, G., & Özhan, Ş. (2017). Kurumsal sosyal sorumluluk uygulamalarına yönelik algılarıın müşteri bağlılığına etkisi: Bankacılık sektöründe bir uygulama. Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4(4), 249–262.