Revealing the Role of Corporate Social Responsibility, Service Quality, and Perceived Value in Determining Customer Loyalty: A Meta-Analysis Study

This study aims to unveil the role of corporate social responsibility (CSR), service quality, and perceived value in shaping customer loyalty. A meta-analysis was conducted using 123 primary studies published between 2004 and 2024, with effect sizes extracted and analyzed to determine the strength and consistency of these relationships across diverse contexts. The results reveal that CSR positively influences both customer satisfaction and customer loyalty. Additionally, service quality and perceived value play crucial roles in fostering customer loyalty through customer satisfaction. A higher level of service quality and perceived value enhances satisfaction, ultimately leading to greater customer loyalty. The findings highlight that customer satisfaction is a key driver of customer loyalty, as satisfied customers are significantly more likely to remain loyal. Demographic characteristics such as gender, age, and education background significantly moderate the relationships among CSR, perceived value, customer satisfaction, and customer loyalty. Specifically, females tend to be more sensitive to CSR initiatives than males, older consumers show higher loyalty than younger ones, and those with higher educational levels exhibit comparatively lower loyalty. These insights enrich the existing literature and provide practical guidance for marketers and policymakers in designing targeted strategies to strengthen customer loyalty.