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Effects of CSR on Customer Retention in Different Sectors of Pakistan
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This research is an important progress in the literature of CSR and consumer behavior as it has used a model that joins CSR activities, consumer awareness and product/service quality and consumer s satisfaction to determine their impact on consumer purchase intentions and finally consumer retention behavior. This research scientifically determines the awareness level of consumers regarding CSR actions, consumer satisfaction occurring out of product/service quality of the same corporation and then their effect on consumer purchase behavior and future retention behavior. The major objectives to conduct this research are to analyze, evaluate and document the impact of CSR on consumer retention in banking, cellular and fast food sectors of Pakistan, to investigate a relationship between CSR and consumer retention, to determine the importance of a company s CSR activities to consumers, to determine the other factors along with CSR that can influence the consumer purchase intentions and afterwards gain consumer retention/loyalty.
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