Impact of corporate social responsibility on employee loyalty: Mediating role of person-organization fit and employee trust

Abstract

The study explores the impact of employee perceptions of corporate social responsibility (CSR) in improving employee loyalty by examining the direct and indirect role of person-organization fit and employee trust. A convenient sampling technique was employed to collect the data sample. A total of 338 questionnaires were collected at three different China-Pakistan Economic Corridor (CPEC) projects in Pakistan. The SmartPLS-3 was used to test the study hypotheses. The results revealed that CSR positively and significantly influenced employee loyalty. The findings indicated a partial mediating impact of P-O fit and employee trust in the relationship between CSR and employee loyalty. Discussions, implications, limitations, and future research direction are also given.