ABSTRACT

This study investigates the effect of corporate social responsibility (CSR) on customer loyalty and explores the role of customer engagement. The moderating role of gender is also examined. A total of 348 valid responses collected via the intercept approach from life insurance customers in Ghana were analyzed using structural equation modeling. The results suggest that CSR dimensions (economic, environmental, and social responsibility) positively impact customer loyalty. Also, the results indicate a partial mediating influence of customer engagement between CSR dimensions and customer loyalty. Further, the results establish the moderating effect of gender between economic and environmental dimensions of CSR and customer engagement. However, the study finds no moderating effect of gender between the social dimension of CSR and customer engagement. The study provides an empirical basis for CSR strategies that can drive customer engagement and customer loyalty in the insurance sector in many economies.

摘要

本研究调查了企业社会责任 (CSR) 对客户忠诚度的影响，并探讨了客户参与的作用。还研究了性别的调节作用。使用结构方程模型分析了通过截取方法从加纳人寿保险客户那里收集的总共 348 份有效回复。结果表明，企业社会责任维度（经济、环境和社会责任）对客户忠诚度有积极影响。此外，结果表明客户参与在企业社会责任维度和客户忠诚度之间存在部分中介影响。此外，结果确定了性别在企业社会责任的经济和环境维度与客户参与之间的调节作用。然而，研究发现性别在企业社会责任的社会维度和客户参与之间没有调节作用。