The influence of CSR performance, brand identification and customer satisfaction in developing customer engagement and loyalty

Abstract

The objective of this study is to examine the impact of corporate social responsibility (CSR) performance on brand image and customer satisfaction. Moreover, the analysis was performed to examine the impact of brand image and customer satisfaction on customer engagement. This study examines the impact of customer interaction on customer loyalty. This study employs quantitative analysis techniques to empirically examine the formulated hypothesis. The research sample consists of consumers from the cement business in Cirebon, West Java, Indonesia. The study employed a sampling technique that utilized random sampling to gather a sample of 180 respondents, who served as a representative of the study population. The data was acquired by distributing questionnaires and analyzed using the structural equation modeling technique with the assistance of AMOS software. The analytical results demonstrate empirical support for all hypotheses proposed in this study. This study demonstrates that the performance of corporate social responsibility (CSR) has a beneficial impact on the identity of a brand and the happiness of customers. In order to enhance brand recognition and improve consumer happiness, it is important to achieve superior corporate social responsibility (CSR) performance. Moreover, the recognition of a brand and the contentment of customers have a favorable impact on the involvement of customers, and the involvement of customers has a favorable impact on their loyalty. This study offers suggestions to organizations, including those in the cement industry, on how to enhance their corporate social responsibility (CSR) efforts to improve brand recognition and consumer contentment. Effective CSR performance may be attained by addressing five key aspects: social responsibility, environmental stewardship, cultural preservation, human resources management, and socio-economic development. Moreover, it is essential to enhance brand recognition and consumer contentment in order to maximize customer involvement and allegiance.