International Journal of Multidisciplinary and Current Research ISSN: 2321-3124 Research Article Available at: http://ijmcr.com 1362|Int. J. of Multidisciplinary and Current research, Vol.5 (Nov/Dec 2017) Impact of CSR on Customer Loyalty: Putting Customer Trust, Customer Identification, Customer Satisfaction and Customer Commitment into Equation-A study on the Banking Sector of Pakistan Sarfraz Ashraf 1* , Rashid Ilyas 2 , Majid Imtiaz 3 and Hafiz Muhammad Tahir 4 1,2,3 MBA (Honors), Department of Business Administration, University of Sargodha Gujranwala Campus, Pakistan 2 Lecturer, Department of Business Administration, University of Sargodha Gujranwala Campus, Pakistan Received 15 Sept 2017, Accepted 20 Nov 2017, Available online 27 Nov 2017, Vol.5 (Nov/Dec 2017 issue) Abstract The main objective of an organization is to turning potential customers into loyal customers as loyal customers gives competitive edge to the organization in the market. Thus, this study is designed to investigate the key antecedents of customer loyalty and impact of CSR on customer loyalty when customer trust, customer identification, customer satisfaction and customer commitment mediate in their relationship in the context of banking sector of Pakistan. The data were collected from the customers of different banks across the Gujranwala Pakistan by using convenient sampling, a type of non-probability sampling. The findings indicate that CSR has direct and greater impact on customer loyalty, the total effect of CSR confirms when customer trust, customer identification with the company, customer satisfaction and customer commitment mediate in their relationship. This study founds customer trust, customer identification with the company, customer satisfaction and customer commitment as the key antecedents (drivers) of customer loyalty. Keywords: Corporate social responsibility, Customer trust, Customer Identification, Customer satisfaction, Customer commitment and Banking industry 1. Introduction 1 All the service industries aim to provide “perfect services” to the customers but it’s tough to attain this aim. In this highly complex and competitive environment, banking sector rapidly rising in all over the market. Banks are competing each other by providing excellence financial services in the Pakistan as it is a developing country. Through this, the banks significantly influence to the economy of the country by providing loans. The banks are not for providing loans to the business but to the government too. That has greater influence on the economy of the country as well as on the behavior of their customers. The banks can survive in long-run by their excellency and can compete their competitors by attaining competitive edge, that competitive edge can be quality services or loyalty of the customers. Customer loyalty is one of the most under-study construct from past decade just because of its role in creation of successful business (Dick & Basu, 1994; Jacoby & Kyner, 1973; Lewis & Soureli, 2006a; Oliver, 2010; Reichheld, 2000). One of the main reason behind growing of banking industry is; corporate social responsibility has *Corresponding author’s ORCID ID: 0000-0002-2410-8273 greater influence on customer loyalty. In the past period, monetary services segment has been suffered due to the changing situation of the market, increasing competition, little market growth and increased deregulation (Chaudhuri and Halbrook, 2002). Banking sector is highly trying to loyal their customer from satisfaction. Loyalty can be measure through customers account used over the time and by noting their continually backup. In today's marketing situations, banks attempt many strategies to remain customers. Banks introduced many new products and services that assist the consumers to persist loyal with the financial institute (Alam & Khokhar, 2006). An organization is successful when it clearly satisfy their potential customers and then make them to be the loyal customer (Dekimpe, Steenkamp, Mellens, & Abeele, n.d. 1997), as a loyal customer is one the intangible asset of the organization, that can be made through delivering valuable quality services and products (Haigh, 2004). From the field of marketing, many researchers devote a lot of time in measuring the antecedents of customer reliability. Kracklauer, Mills et al., (2004) observed customer loyalty as per the combination of satisfaction and trust on the organization. When the organization do CSR activities and something for the betterment of the