2026-06-13T03:14:00Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008502 2024-09-03T08:11:16Z 1582963436320 1582963436320:1582965701379

Corporate Social Responsibility of Customer Loyalty at CB Bank: The Mediating Role of Brand Image ( Ei Thandar Phyo, 2022) Ei Thandar Phyo The purpose of the study is to identify the effect of corporate social responsibility of CB Bank on customer loyalty through mediating role of brand image. Study focuses on the economic responsibility, ethical responsibility, legal responsibility, philanthropic responsibility, as CSR dimensions which effect on customer trust and customer loyalty. Structured questionnaire was applied for primary data collection. Data is collected based on 172 numbers of respondents who are employees of CB Bank. Required sample size was collected by simple randomly sampling method. By the use of descriptive research method, study explores the variables of economic responsibility, ethical responsibility, legal responsibility, and philanthropic responsibility as important CSR responsibility relating to brand image and customer loyalty of CB Bank. Regression analysis explains the strong variation of brand image by the effect of CSR responsibility. Apart from ethical factor, economic, legal and philanthropic responsibility have significant variation on brand image. In the analysis of CSR activities on customer loyalty variable the regression analysis explores the significant effect of economic and philanthropic variables on bank customer loyalty. The regression analyses explain the strong variation of brand image and customer loyalty by the effect of philanthropic responsibility of CB Bank. Study finds out that the brand image of CB Bank has partially mediating effect on the relationship between CSR activity and customer loyalty because the relationship still exists between CSR activity and customer loyalty. 2022-10-01 https://meral.edu.mm/records/8502