The Impacts of Corporate Social Responsibility on Customer Satisfaction and Loyalty: The Mediating Roles of Corporate Image and Reputation, The Moderating Role of Switching Costs

In this article, we explore how CSR factors(i.e., consumer protection, philanthropic responsibility, ethical responsibility, and environmental contribution) influence on customer satisfaction and loyalty through the mediating effects of corporate image and reputation in Korean context. This study used Amos 21 to test the hypotheses. Questionnaires were distributed to 240 customers of the case companies(i.e., Samsung electronics, LG electronics and Hyundai motors). The findings show that CSR activities positively affect corporate image and reputation except environmental responsibility on reputation. CSR positively affects customer satisfaction and mediated by corporate image, and reputation. Customer satisfaction positively affects customer loyalty. The importance order of CSR factors are as follows: consumer protection, philanthropic responsibility, ethical responsibility, and environmental contribution. The significant moderating effect of switching costs on the relationship between customer satisfaction and loyalty was found. We describe the managerial implications based on research analysis results.