Does Corporate Social Responsibility Influence Customer Loyalty in the Taiwan Insurance Sector? The role of Corporate Image and Customer Satisfaction |
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Authors: | Chen-Ying Lee |
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Institution: | National Taichung University of Science and Technology, Department of Insurance and Finance, Taichung City, Taiwan, Republic of China |
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Abstract: | This study aims to investigate the impact of corporate social responsibility on customer loyalty, and examines the role of corporate image and customer satisfaction. The empirical results indicate a positive effect of economic and legal corporate social responsibility on customer loyalty, as well as a partial mediating effect of customer satisfaction between corporate social responsibility and customer loyalty. Moreover, this study identifies the moderating effect of corporate image between corporate social responsibility and customer loyalty. The results of this study are useful to the life insurance sector for enhancing their customer loyalty and service marketing strategy. |
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Keywords: | corporate image corporate social responsibility customer satisfaction customer loyalty life insurance |
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