Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction

Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction

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The study investigates how corporate social responsibility (CSR) impacts customer engagement and the mediating role of customer-brand identification and customer satisfaction.Survey data collected from 293 life insurance customers were analyzed using structural equation modeling.The findings reveal that CSR, customer-brand identification, and customer satisfaction are essential drivers of customer Bike Units - Kids - 20" engagement.Furthermore, the findings show that CSR significantly influences customer-brand identification and customer satisfaction.The results also show that customer-brand identification and ABS customer satisfaction play a key mediating effect in the relationship between CSR and customer engagement.

The findings underscore the need for life insurance firms to consider CSR as a strategic instrument to stimulate and elicit favorable customer responses.