The Mediating Role of Corporate Image on the relationship between Corporate Social Responsibility and Customer Retention

Abstract

The aim of the study is to examine the impact of corporate social responsibility on
customer retention through the mental image in the extractive industries in Jordan. The
study population consists of the customers of all extractive industries in Jordan. A non
random sample was selected from the study population, which included 174 customers
from these companies. To achieve the study objectives, and test hypotheses statistical
analysis programs (SPSS 24) and (IMB AMOS 22) were used. The study concluded
that there is a statistically significant impact of the customer's perception of corporate
social responsibility on customer retention in the presence of corporate image in the
extractive industries in Jordan. Based on the study results, the researcher recommended
the managers and decision makers in the extractive companies in Jordan to work on
expanding charitable works and access to other sectors such as contributing to provide
healthy charitable work such as establishing of medical clinics in areas lacking such
services.