Customer perception of corporate social responsibility and its impact on customer engagement: critical significance of corporate reputation

Abstract

Purpose

The primary goal of this research is to examine how corporate social responsibility (CSR) affects customer engagement (CE) and how corporate reputation (CR) serves as a mediator of this relationship.

Design/methodology/approach

The data for this paper were gathered from the customers who were actively engaging with the banks. A total of 445 questionnaires were circulated among the respondents, 397 were selected after removing the faulty ones, which estimates around 90% of the total questionnaire distributed. Customers were asked to record their perceptions regarding CSR, CR and CE. The data were collected from both the regions of Jammu and Kashmir simultaneously.

Findings

The findings reinforced the hypothesized associations, indicating that CR successfully and positively mediates the association between CSR and CE.

Practical implications

The outcomes of this study will assist top managers in the organization in understanding the significant impact of CSR and CR, as well as how they both positively impact the CE.

Originality/value

This research introduces a fresh dimension by exploring the influence of cognitive biases in shaping the relationship between CSR efforts, reputation-building and customer engagement. Through this innovative approach, the study establishes a more intricate and comprehensive link between theories, shedding light on the underlying mechanisms that drive these dynamics within the realm of corporate behavior and consumer perceptions.

Citation

Parray, Z.A., Iqbal, J. and Mushtaq, R. (2024), "Customer perception of corporate social responsibility and its impact on customer engagement: critical significance of corporate reputation", Corporate Communications: An International Journal, Vol. 29 No. 4, pp. 592-606. https://doi.org/10.1108/CCIJ-05-2023-0063