Antecedents of Customer Wellbeing: Exploring Mediating Role of Customer Loyalty

Abstract

This study aims to assess the relationship among customer loyalty, corporate social responsibility, service quality and consumer wellbeing. This study was conducted in the context of Pakistani banking sector. The data was collected from the customers of Pakistani banks using online survey. For this purpose, simple random sampling was used. The response rate was 60.93 %. This study used Smart PLS 3 as tool for the assessment of gathered results. The results revealed that CSR has positive effect of loyalty. Whereas loyalty has significant impact on wellbeing. Also, service quality is affecting positively to the loyalty as well. The mediating effect of loyalty is also confirmed. This study bridges the gap of limited studies in context of Pakistani Banking sectors.  These findings are helpful for the practitioners of banking sector.