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

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 revea...

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Bibliographic Details
Published inSAGE open Vol. 11; no. 3
Main Authors Agyei, James, Sun, Shaorong, Penney, Emmanuel Kofi, Abrokwah, Eugene, Ofori-Boafo, Richmond
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.07.2021
SAGE PUBLICATIONS, INC
SAGE Publishing
Subjects
Brand identification
Customer satisfaction
Life insurance
Social responsibility
customer engagement
CSR
customer satisfaction
customer-brand identification
life insurance
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Summary: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 engagement. Furthermore, the findings show that CSR significantly influences customer-brand identification and customer satisfaction. The results also show that customer-brand identification and 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.
ISSN:2158-2440
2158-2440
DOI:10.1177/21582440211040113