A evaluating the roles and inter-relationships of percieved service quality, corporate social responsibility, trust and continuance commitment on customer loyalty intentions Khan, Zia Ullah creator Ferguson, David Chairperson Supasith Chonglerttham Examination Committee Shivakoti, Ganesh P. Examination Committee Higher Education Commission of Pakistan Scholarship donor text series technical report th Pathum Thani, Thailand Asian Institute of Technology 2015 continuing eng 79 leaves : ill. Prior research , mostly with in developed countries , has identified that Corporate Social Responsibility (CSR) can contribute towards customer behavior, yet, to date , researchers have provided limited specific information on if, and to what extent, CSR itself influence s service quality and loyalty relationships that serve to establish and maintain a firm{u2019}s profitability. Expanding the corpus, this research develops and empirical ly tests a conceptual framework which predicts the effects of CSR perceptions on a well - established customer behavior relationship path of Perceived Service Quality ( PSQ ) - trust - and loyalty intentions . This research evaluates the explicit contribution of CSR towards customer perceptions and validates the relevance for expanding a customer behavior model to include CSR characteristics. Although, t his research is stimulated by a scarcity of customer behavior related empirical CSR re search with in developing countries, t he purpose of this research is three fold . These include (1) whether and to what extent CSR perceptions influence the well - established relationship path of PSQ - trust - loyalty intentions (2) whether and t o what extent this relationship path, i.e. PSQ - trust - loyalty intentions , remains valid in the retail banking industry of Pakistan , and ( 3) whether and to what extent constraint - based relationship variables , such as perceived switching costs and continuance commit ment , affect customer loyalty intentions . Five banks were selected as relevant for this research. They are considered active in CSR activities , and use CSR as an explicit marketing tool . Using quota sampling with respect to these five eligible banks, 408 customers participated in the satisfactory completi on of a quantitative survey . The a nalysis verified the relevance of the hypothesized model; tested primarily through Partial Least S quares base d Structural Equation Mode ling (i.e. PLS - SEM) . The results of this study contribute to the literature base by confirming CSR is perceived as serv ing as a relevant and important direct determinant of PSQ, trust and loyalty intentions within the context of the retail banking industry . CSR should therefore be fundamentally considered alongside core business values in order to develop customer retention strategies. This study highlights that CSR should be recognised a s a relevant consideration for marketing professionals who are seeking to enhance PSQ - loyalty relationships. Secondly, the outcomes of this study also confirm ed that the role of trust within the path of PSQ - trust - loyalty intentions is recognised as being significant w ithin the context of this industry. On the other hand, constraint - based relationship variables , such as perceived switching costs and continuance commitment , do not actually illustrate any significant impact on customer loyalty intentions . This implies that , with better perceptions of service quality and trust , constraint - based relationship variables such as continuance commitment and switching costs , do not appear to harm customer loyalty intentions . Therefore, this research suggests that const raint - based relationship marketing strategies can safely be strengthened simultaneously without necessarily damaging other customer loyalty benefits in Pakistan . A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Management, School of Management Thesis (Ph.D.) - Asian Institute of Technology, 2015 Banks and banking Customer services Pakistan Social responsibility of business Pakistan Customer loyalty Pakistan Asian Institute of Technology. http://203.159.5.9/ait-thesis/detail.php?q=B00837 http://203.159.5.9/ait-thesis/detail.php?q=B00837 170512 20260818085639.0