摘要
企业的经营对外部环境,和社会、消费者的行为产生很大的影响。因此,企业社会
责任被认为是一个战略的方法来克服外部环境的负面影响。在文献中,企业社会责任可能
在一个成熟的阶段,但具体从市场营销的角度来看,企业社会责任己在利益相关者和商业
世界中成为一个新兴的话题。最近,企业社会责任已经成为企业增加利润的竞争战略,客
户满意度、客户忠诚度、企业声誉、以及对公司的品牌积极的态度。在商界中,对利益相
关者的社会责任举措的需求越来越多己变为一个明确的迹象,告诉商界领导强调社会问题
在他们的业务操作以获得最终客户的信心并将忠诚转化为竞争优势(Googins & Rochlin,
2006; Pomering & Dolnicar, 2009).过去的研宄表明,消费者的调查结果非常热衷于公司的
社会行动,因为这样的举措导致消费者购买意愿和客户忠诚度的循环

企业社会责任己经被广泛讨论并与公司业绩联系在一起,但一个重要的研究差距仍
然未揭示:衡量企业社会责任、客户忠诚度和购买意愿之间的联系。在过去的三十年里,
企业社会责任己经引起了学者们和商业分析师们的极大关注,他们已发现企业社会责任是
一个多维结构。最初,三个主要的理论,期望客户不确认理论、利益相关者理论,基于资
源的观点支持我们的概念模型。利用基于资源的观点,客户不确认预期理论和利益相关者
理论,本研究提出了一个概念模型,企业社会责任对电信客户忠诚度和购买意愿的影响,
同时包括公司的声誉,客户满意和信任作为中介变量,和企业能力作为调节变量

当前研宄用定量的方法研宄假设之间的关系。采用横断面调查方法,收集的数据来
自591名邮资己付的电信客户,在三大城市(巴基斯坦的拉合尔、卡拉奇和伊斯兰堡),总
体响应率在59.1% (也就是1000中591)。使用结构方程,使用Smart-PLS 3的软件和最小
二乘(PLS)进行了测试

研宄结果表明,企业社会责任活动与客户忠诚度和购买意愿有绝对的关联,确定公
司可以从他们的社交活动中得到回报。此外,企业社会责任活动和客户的产出之间的关系
中,企业的能力发挥重要的调节作用,因为能力很强并有高执行力的企业社会责任举措会
引发客户的高忠诚度和积极的意向。在提出的概念模型中,客户忠诚度和购买意愿是通过
企业声誉、满足度和信任,间接地受企业社会责任的影响。研宂结果表明,客户满意度,
vii 企业声誉,和客户信任调和了企业社会责任对顾客忠诚度和购买意愿的影响。此外,本研
宄发现,企业能力也有调和企业社会责任和企业声誉对顾客忠诚度的作用

目前的研宄以三个方法,对以前文献有关企业社会责任和客户行为产出,做出了扩
展。首先,研宄企业社会责任之间和客户忠诚度、购买意愿之间的直接关系,己经引起了
学者们的关注

其次,另一个原因是他们的小证据被发现,企业社会责任举措,客户忠诚度和购买
意愿之间,有着积极的联系。由此,我们需要一些深入了解并检查他们之间的关系,因为
学者认为企业社会责任是一个多维构造。也就是说,主要的关系可能需要一些其它结构
(调节变量和中介变量)来支持这一直接关系。第三,本研宄填补了空白,实证验证是否
企业能力能调和企业社会责任和企业声誉对顾客忠诚度和购买意愿的影响。最后,研究结
果对政策制定者、学者、环境科学家、和电信公司经理,给出些指导方针,从而创造可
持续发展的环境

关键词:企业社会责任,客户满意度,客户忠诚度,客户信任度,购买意愿,以及企业
能力

viii DECLARATION
I at this moment declare that the research work, analyses, and conclusions reported in my Ph.D.
thesis ^Corporate Social Responsibility and Consumer Buying behavior: Empirical Evidence
from Pakistan Telecom Sector” are entirely my efforts, except where otherwise acknowledged.
All rights are reserved. No part of the material protected by this copyright notice may be
reproduced or utilized in any form or any means, electronic or mechanical, including
photocopying, recording or by any information storage and retrieval system, without the
permission of the author.
Dr. Tahir Islam
ix ABSTRACT
Business operation affects the external environment and is a great influence on society and
consumer behavior. Therefore, corporate social responsibility is considered as a strategic
approach to overcome the negative impacts on the external environment. In the literature,
corporate social responsibility may be at a mature stage, but specifically considered from a
marketing point of view, corporate social responsibility has become an emerging topic among
stakeholders and in the business world. In recent days corporate social responsibility has become
a competitive strategy for corporations to increase profits, customer satisfaction, customer
loyalty, corporate reputation, and positive attitudes towards the company&39;s brands. An increasing
demand for social responsibility initiatives from the stakeholders is a clear indication of the
business world, which telling business leaders to highlight the social issues in their business
operation to gain the confidence of the ultimate customer and convert loyalty into a competitive
edge (Googins & Rochlin, 2006; Pomering & Dolnicar, 2009). The findings of past studies
suggested that consumers are very keen about the company’s social initiatives because such
initiatives lead to consumer purchase intentions and a customer loyalty cycle.
Corporate social responsibility has been extensively discussed and linked to firm performance,
but a significant research gap remains unexplored: measuring the association among corporate
social responsibility, customer loyalty, and purchase intention. In the last three decades, corporate
social responsibility has captured much attention from scholars and business analysts, who have
discovered that corporate social responsibility is a multidimensional construct. Initially, three main
theories, expectation customer disconfirmation theory, stakeholder theory, and the resource-based
view support our conceptual model. Drawing on the resource-based view, expectation customer
disconfirmation theory, and stakeholder theory, this study proposes a conceptual model of the
influence of corporate social responsibility on telecom customer loyalty and purchase intention
by simultaneously including corporate reputation, customer satisfaction, and trust as mediators,
and corporate abilities as a moderator.
The current research used a quantitative methodology to investigate the relationship between
hypotheses. Using a cross-sectional survey method, data was collected from 591 post-paid
telecom users in three large metropolitan cities (Lahore, Karachi, and Islamabad) of Pakistan.
1 Overall response rate was 59.1% (i.e. 591 out of 1000). Hypothetical relationships were tested
using structural equation modeling based on the partial least squares (PLS)through Smart-PLS 3
software.
The findings demonstrate that corporate social responsibility initiatives are positively linked with
customer loyalty and purchase intention, confirming that firms will be rewarded for their social
activities. Moreover, corporate abilities are shown to play a significant moderating role in the
relationship between the corporate social responsibility initiatives and customer outcomes,
because high corporate abilities with well-executed corporate social responsibility initiatives lead
to high loyalty and positive intention among the customers. In the proposed conceptual model,
customer loyalty and purchase intention are indirectly influenced by corporate social
responsibility via corporate reputation, satisfaction, and trust. The findings of the research show
that customer satisfaction, corporate reputation, and customer trust mediates the effects of
corporate social responsibility on customer loyalty and purchase intention. Moreover, this study
found that corporate ability moderates the effect of corporate social responsibility and corporate
reputation on customer loyalty.
The current research extends the previous literature on corporate social responsibility and customer
behavioral outcomes in three ways. First, studying the direct relationship between the corporate
social responsibility, customer loyalty, and purchase intention have captured much attention among
scholars. Second, a further reason is that little evidence has been found of a positive association
among corporate social responsibility initiatives, customer loyalty, and purchase intention. As a
result, we require some deeper understanding to examine the relationships because scholars
considered corporate social responsibility as a multidimensional construct. Therefore, the primary
relationship may need some other constructs (mediators & moderators) to support this direct
relationship. Third, this research fills the gap and empirically validates whether corporate abilities
moderates the effects of corporate social responsibility and corporate reputation on customer
loyalty and purchase intention. Finally, the results suggest some guidelines to policymakers,
scholars, environmental scientists, and telecom firms managers wanting to create a sustainable
environment.
Keywords: Corporate social responsibility, Customer Satisfaction, Customer Loyalty, Customer
trust, Purchase Intention, and Corporate Ability
2 ACKNOWLEDGEMENTS
This thesis is dedicated to my parents, family, friends, and especially to my honorable Professor.
First and foremost, I would like to give my thanks to God who has always taken care of me and
who gave me the opportunity to learn and the patience to finish this thesis.
Thanks to all for being part of my life.
3 Table of Contents
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