DOI: 10.36347/sjebm.2016.v03i05.004

Pages: 263-270

The main objective of this idea that CSR affects the loyalty of customers by considering customer trust as mediator. The design of the study is quantitative in nature and data is collected from customers of FMCG firms, by using the self-administered questionnaires. Data is analyzed through multiple regression analysis. The outcomes represent the partial mediation in the hypothesized research model and prove that customer loyalty is ultimately affected through CSR activities and also with the mediation of customer trust. The need to investigate the other intervening variables is still there to strengthen the descriptive power of the model. The present study realized the need for in-depth research in the customer trust development factors. Further, due to resource constraints, this study considered the firms and customers of South Punjab, Pakistan. It can be implemented in the other sector or in a different geographical area. While current study has explored the customer trust, CSR and customer loyalty, these matters have not been talk over from a FMCG perspective. So, the major contribution of this paper is the examination of the direct and indirect effects.