The Effect of Corporate Social Responsibility on Customer Trust, Customer Satisfaction and Customer Loyalty: Uber service in Egypt

نوع المستند : بحوث باللغة الإنجلیزیة

المؤلفون

قسم إدارة الأعمال - كلية الإدارة ونظم المعلومات - الجامعة الفرنسية في مصر - جمهورية مصر العربية

المستخلص

The concept of Corporate Social Responsibility (CSR) has received more research interest over the past two decades. This responsibility is increasingly considered as a tool that would support the competitiveness of the organization. On the other hand, research on topics such as customer satisfaction, customer trust, and customer loyalty has become of prime importance in the field of consumer behavior. This study aims to provide in depth understanding of the direct and indirect effect of CSR on customer satisfaction, customer trust and customer loyalty. Collected from 329 Egyptian people who used UBER service, data were analyzed using Smart PLS 3. Research results indicate that CSR has a direct effect on customer satisfaction, but no direct relationship has been found between CSR and customer trust and loyalty. Results also indicate that customer satisfaction influences both customer trust and customer loyalty and thus plays a mediating role in the relationship between CSR and customer trust and loyalty.

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