The Effect of Corporate Social Responsibility Practices on Mobilis Customer Loyalty: A Study of Direct Influence and Mediating Effects through Satisfaction
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Abstract
This research aims to explore the direct impact of Corporate Social Responsibility (CSR) on Mobilis customer loyalty, and the mediating role of customer satisfaction on that impact; The study relied on a descriptive-analytical method, using e-questionnaire as a tool for collecting data from Mobilis company customers, applying convenience sampling technique to reach 1030 customers. For testing the study hypothesis, the researcher used partial least squares structural equation model using SmartPLS4;
The main results of the research find out that CSR significantly impacts on Mobilis customer loyalty, and that effect get stronger when satisfaction mediating it
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References
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