Customers' loyalty is considered as an important factor ensuring overall organizational success in the long run. The purpose of this investigation is to determine how customer loyalty in Pakistan's banking sector affected by perceived corporate social responsibility (CSR) practice. To end this, the present study collected data from 378 respondents using convenience sampling technique. To test proposed hypothesis, the study used correlation analysis, regression analysis, and Baron and Kenny method used to test mediation effect of variables together with the Sobel test. The result of the study shows a significant positive association among perceived CSR, bank reputation and customers loyalty and customer satisfaction. This study further shows that bank reputation has a mediating effect between perceived CSR and customer loyalty, but the relationship between CSR practices and customer loyalty has a negative effect on customer satisfaction. It was found that there was no mediating effect of degree. The findings highlight the importance of allocating resources to CSR initiatives and reputation management as a means of increasing customer loyalty. The results provide an important academic addition to the current body of research on the impact of CSR on the development of customer loyalty, with a particular focus on the Pakistani banking industry.

中文翻译：

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感知的企业社会责任实践对客户忠诚度的影响。声誉与顾客满意度的中介作用

客户忠诚度被认为是确保组织整体长期成功的重要因素。本次调查的目的是确定巴基斯坦银行业的客户忠诚度如何受到企业社会责任 (CSR) 实践的影响。为此，本研究使用便利抽样技术收集了 378 名受访者的数据。为了检验提出的假设，本研究采用了相关分析、回归分析、Baron 和 Kenny 方法以及 Sobel 检验来检验变量的中介效应。研究结果表明，企业社会责任感知、银行声誉与客户忠诚度和客户满意度之间存在显着的正相关关系。本研究进一步表明，银行声誉在感知企业社会责任和客户忠诚度之间具有中介作用，但企业社会责任实践与客户忠诚度之间的关系对客户满意度具有负向影响。结果发现，学位不存在中介作用。调查结果强调了为企业社会责任计划和声誉管理分配资源作为提高客户忠诚度的一种手段的重要性。研究结果为当前关于企业社会责任对客户忠诚度发展的影响的研究提供了重要的学术补充，特别关注巴基斯坦银行业。