HA551 : The impact of corporate social responsibility on customer satisfaction and loyalty, considering the moderating role of green human resource management
Thesis > Central Library of Shahrood University > Industrial Engineering & Management > MSc > 2026
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Abstarct: This research aimed to investigate the impact of corporate social responsibility on customer satisfaction and loyalty, considering the moderating role of green human resource management among passengers of Mahan and Iran Air airlines.
The statistical population of the study consisted of 384 passengers from each airline in Tehran, selected through random sampling method due to the vast and unlimited number of passengers. Data were collected through standardized questionnaires and analyzed using structural equation modeling.
The findings indicate that corporate social responsibility has a positive and significant effect on both customer satisfaction and loyalty. In other words, the more actively companies engage in social responsibility activities, the more passenger satisfaction and loyalty increase.
The results also showed that customer satisfaction directly and positively affects their loyalty. Regarding the role of green human resource management, the findings demonstrate its moderating effect on the relationship between corporate social responsibility and both customer satisfaction and loyalty. This means that when a company utilizes a green human resource management system, the impact of social responsibility on customer satisfaction and loyalty becomes stronger. Furthermore, the results confirmed the mediating role of customer satisfaction in the relationship between corporate social responsibility and loyalty, indicating that social responsibility strengthens loyalty both directly and indirectly through enhancing customer satisfaction. These findings emphasize the importance of simultaneously focusing on social responsibility and implementing green human resource management as a comprehensive strategy to achieve satisfaction and build sustainable loyalty in the airline industry.
Keywords:
#corporate social responsibility #customer satisfaction and loyalty #green human resource management Keeping place: Central Library of Shahrood University
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