The Effect of Corporate Social Responsibility On Customers Loyalty: The Mediating Role of Customer  Satisfaction (A Case Of Abysinia Bank In Bahir Dar City Branches)

AYALEW, NATNAEL

dc.contributor.author	AYALEW, NATNAEL
dc.date.accessioned	2023-04-18T08:23:46Z
dc.date.available	2023-04-18T08:23:46Z
dc.date.issued	2023-02
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/15215
dc.description.abstract	The purpose of this study is to investigate the effect of corporate social responsibility activities on customer loyalty and the mediating role of customer satisfaction in Abysinia bank, Bahir Dar city branches. This study used an explanatory cross-sectional design. This design enables researchers to collect quantitative data on multiple cases at a point in time. This study followed quantitative approach and used self-administered questionnaire to collect quantitative type data to be used in descriptive statistics. The study was conducted among customers of 13 branches in the Bank of Abysinia which were founded in Bahir Dar town. Sample sizes of 400 respondents were participated based on their proportion. Primary data was collected through closed ended questionnaires and face to face interviews. The data were checked for completeness and consistency then entered into the computer using SPSS version 26 and supported by Hayes process macro V4.1 was used to perform the mediating variable regressions.. Descriptive analysis like measures of central tendencies and dispersions, frequency distributions and graphical presentations were performed in line with the type of the variables. To measure relationships, correlation and multiple linear regression model were employed after checking all the assumptions. The results revealed that with the mediating role of customer satisfaction, corporate social responsibility has a positive and significant effect on customer loyalty. The study employed a model that explains customer loyalty with an R 2 value of .571. The test results indicated that all dimensions of corporate social responsibility (i.e., philanthropy with r =0.482, ethical with r = 0.423, legal with r =0.555, and responsibility with r = 0.788) have positive effect on customer loyalty. However, the mediator customer satisfaction had a partial effect on customer loyalty. It is recommended that banks and other similar businesses are encouraged to invest in corporate social responsibility activities to sustain loyal customers.	en_US
dc.language.iso	en	en_US
dc.subject	Management	en_US
dc.title	The Effect of Corporate Social Responsibility On Customers Loyalty: The Mediating Role of Customer Satisfaction (A Case Of Abysinia Bank In Bahir Dar City Branches)	en_US
dc.type	Thesis	en_US