This study aims to explore the relationship between corporate social responsibility (CSR) and customer satisfaction, examining how customer satisfaction mediates the effects of CSR on the overall corporate image and loyalty within the Palestinian banking sector.
Quantitative methods were used, with surveys and questionnaires distributed via Google Forms. A total of 323 bank customers participated in the online survey. Three hypotheses were formulated, and statistical regression analysis was used for testing them. Process v4 by Hayes was used to assess the research models and hypotheses.
Results indicate that CSR significantly influences customer satisfaction in the banking sector. In addition, customer satisfaction is a crucial mediator in the relationship between CSR and corporate image and customer loyalty.
The insights from this study can assist bank managers and directors in devising effective strategies, underscoring CSR’s role as a pivotal marketing strategy and its potential to enhance customer loyalty and corporate image.
While prior research has mainly focused on corporate image as a mediator in the relationship between CSR and customer loyalty, this study considers the mediating role of customer satisfaction, offering valuable insights into the interrelations among customer satisfaction, corporate image and loyalty within the Palestinian banking sector and providing a deeper understanding of how CSR initiatives affect customer trust and long-term loyalty within the Palestinian context.
