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Title

THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER TRUST AND PURCHASE INTENTION WITH EMPHASIS ON THE MEDIATOR ROLE OF CUSTOMER SATISFACTION

Pages

 Start Page 795 | End Page 810

Abstract

 The aim of this study is to examine the effect of social responsibility on CUSTOMER TRUST and PURCHASE INTENTION wuth emphasis on the mediator role of CUSTOMER SATISFACTION. This study is an applied research and is a Descriptive-Survey research by Method. A sample consisting the customer of 27 bank in thee sity of shiraz. Standard questionnaire was used for collect data and Smart PLS and Spss softwares were used for data analysis in this study. The results of tests shows that CORPORATE SOCIAL RESPONSIBILITY (CSR) have direct positive effect on PURCHASE INTENTION and also have have indirect positive effect on CUSTOMER TRUST with the role of CUSTOMER SATISFACTION as the mediator but the hypothesis that base on the direct impact of CSR on CUSTOMER TRUST has been rejected.

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