The Sequential Mediating Role of Brand Image and Customer Satisfaction in The Effect of Corporate Social Responsibility on Customer Loyalty: An Application for Bank Customers Rıdvan AKIN*, Atılhan NAKTİYOK** and Muhammet MUTLU*** Erzurum Technical University, Faculty of Economics and Administrative Sciences, Department of Business Administration and Atatürk University, Institute of Social Sciences, Department of Management and Organization, Türkiye. This email address is being protected from spambots. You need JavaScript enabled to view it. / This email address is being protected from spambots. You need JavaScript enabled to view it.* Atatürk University, Faculty of Economics and Administrative Sciences, Department of Business Administration, Türkiye. This email address is being protected from spambots. You need JavaScript enabled to view it. ** Erzurum Technical University, Faculty of Economics and Administrative Sciences, Department of Business Administration and Atatürk University, Institute of Social Sciences, Department of Production Management and Marketing,TüThis email address is being protected from spambots. You need JavaScript enabled to view it. / This email address is being protected from spambots. You need JavaScript enabled to view it.*** Abstract: This study aims to investigate whether brand image and customer satisfaction play a sequential mediating role in the effect of corporate social responsibility on customer loyalty. The data used in the study were obtained by conducting an online survey of bank customers aged 18 and over. The data obtained were analysed using the SPSS package program to perform reliability analysis, validity analysis, descriptive analyses, normality test, correlation analysis, and mediation and sequential mediation analysis using the process macro developed by Hayes. The analyses conducted revealed that corporate social responsibility has an effect on brand image, customer satisfaction, and customer loyalty; brand image on customer satisfaction and customer loyalty; and customer satisfaction on customer loyalty. The results indicate that brand image and customer satisfaction both play a mediating role in the effect of corporate social responsibility on customer loyalty, and that brand image and customer satisfaction play a sequential mediating role in the effect of corporate social responsibility on customer loyalty. Keywords: Corporate social responsibility, brand image, customer satisfaction, customer loyalty, sequential mediation analysis Page: 50-66 Size: 712 KB Download PDF DOI: https://doi.org/10.51659/josi.25.270-1
