An investigation of corporate social responsibility explanation on brand equity with the role of mediator of customer satisfaction
Journal Title: Journal of Science and today’s world - Year 2017, Vol 6, Issue 4
Abstract
In the world of today's economy, businesses and business organizations should strive to make all their economic activities relevant to customer satisfaction. Based on the fact that customers are the only source of return on capital. Therefore, today's competitive market requires all organizations to become customer-oriented. Customer satisfaction is considered important for organizations and they are winning or losing how many percent of their customers can retain. The success in customer retention depends on customer satisfaction, which can be a great help in measuring the product and service quality. If a company wants to have customer satisfaction, it must be able to measure it. Accordingly, this research with a descriptive-analytic approach investigated corporate social responsibility explanation on brand equity with the role of mediator of customer satisfaction among the entrepreneur insurance company's customers in Shiraz. The results showed that customer satisfaction has a mediator role in the relationship between social responsibility and the company's reputation and brand equity among the entrepreneur insurance company's customers in Shiraz and affects each of the research variables.
Authors and Affiliations
Narjes Sayafan, Shahram Izadi, Amanullah Rahpeyma
Keywords
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