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Results and Findings

In this section the results of all the tests that have been applied are mentioned. Primarily, for data collection, questions about corporate social responsibility were asked from the respondents followed by customer loyalty and demographics. The questions covered the activities performed by the restaurants for being a good corporate citizen in their industry or country rather than what they want their restaurants to do. The second set of questions was based on their loyalty about the brand. A total of 450 customers were contacted and 64 of these do not provided valid responses. Most of the respondents were between the age of 20-40 years. The gender variable was basically measured to know the moderating effect as well as to know the proportion of males and females in the respondents. Out of that group, 53% were males and 47% were females. In the data analysis first of all the descriptive analysis has been conducted to ensure that the data is free of any issue of skewness and kurtosis. The results of descriptive have been mentioned below in table 1: Table 1: Descriptive statistics analysis Variables Mean SD Skewness Kurtosis CSR 3.564 2.231 .734 2.717 Customers' loyalty 3.258 2.485 .524 2.689 Gender 1.213 1.235 .253 2.325 The threshold level for Skewness is that it should be below 3 and Kurtosis should be below 8. After ensuring that the data is free of issues related to skewness and kurtosis the next step was to measure multicollinearity. In order to ensure that the data is free of multicollinearity, tolerance and VIF have been calculated. The results of tolerance and VIF have been mentioned below in table 2. Table 2: Multicollinearity analysis Variables Tolerance VIF CSR .546 2.107 Customers' loyalty .425 3.869 The threshold level for tolerance is that it should be above .10 and for VIF is that it should be below 10. After ensuring that the data is free of any issue of multicollinearity the next step was to ensure the reliability of the instrument. In order to check the reliability of the instrument Cronbach's alpha has been conducted. The reliability of the moderating variable is not measured because it was to ask for the gender. The results of Cronbach's alpha are mentioned below in table 3. Table 3: Cronbach's alpha Variables Cronbach's Alpha CSR .874 Customers' loyalty .824 Copyright 2018. NIJBM 150 NUML International Journal of Business & Management ISSN 2410-5392 (Print), ISSN 2521-473X (Online) Vol. 13, No: 2. Dec., 2018 The threshold level for Cronbach's alpha is that it should be above 0.70. After ensuring the reliability of instrument, principle component analysis was conducted to find the factor loading for each item included in the questionnaire. The results that how much each item support the questions asked from the respondents about variables of our study are mentioned in table 4 below: Table 4: Factor loading of corporate social responsibility Factors CSR Customer Loyalty because of CSR CSR1 .759 CSR2 .753 CSR3 .701 CL1 .715 CL2 .772 CL3 .629 CL4 .658 These results show good and acceptable level of factors loading because .50 and above factors are desirable and they indicate a solid factor (Costello & Osborne, 2005). Our all questions are having more than .50 factor loadings that support each variable well in this context. Regression Analysis In this study, regression analysis is also used to check the relationship between CSR practices and customers' loyalty with and without the moderating effect of gender. Table 5: Model summary before moderating effect (N=384) R without Moderator R Square without moderator R with moderator R Square with moderator .429a .184 .441a .196 In above table the value of R2 is .184 without adding moderator and it has increased to .194 after including moderator. In order to check the effect size f2 has been calculated. The change in R2 value due to moderator is .012. The minute value of R2 change should not be ignored because it can have an effect on the dependent variable (Chin, Marcolin, & Newsted, 2003). This shows an increase of around one percent in the overall model which is certainly not very significant but should not be ignored as per Chin, Marcolin, and Newsted (2003). Before mentioning the regression, results ANOVA table has also been mentioned in order to show the goodness of fit of the model. Table 6: ANOVA Results Sum of Squares Df Mean Square F Sig. Regression 68.462 16 4.283 25.96 .000 Residual 10.561 64 .175 Total 78.943 80 Copyright 2018. NIJBM 151 NUML International Journal of Business & Management ISSN 2410-5392 (Print), ISSN 2521-473X (Online) Vol. 13, No: 2. Dec., 2018 The calculated value of F statistics is 25.96 which is above 5 which shows that the model is a good fit. The F statistics has been used in order to find the overall goodness of fit of the model developed in the study. In the next table the results of independent variable and the moderating variable are mentioned. The regression results show that independent variable has a significant impact and moderation also hold a significant result. In order to find the moderating variable independent variable has been multiplied with the moderating variable and another variable was created and was treated as independent variable. The results of the analysis are mentioned below in table 7. Table 7: Coefficients after moderating effect Model Unstandardized Coef. Std. Error t-value Sig. Constant 1.493 .556 2.685 .022 CSR .110 .033 3.334 .000 Moderator .150 .034 4.412 .000 These results are revealing that independent variable does have significant relationship with customer's loyalty. Along with the significant impact of independent variable, moderating variable also holds significant moderating effect on the relationship between corporate social responsibility and customers' loyalty in the restaurant industry by having significant p-value (Fisher, 1992).

Discussion and Analysis

In the above analysis it has been observed that CSR has a major influence on the loyalty of customers. The customers after knowing that the business spend some money for corporate social responsibility feel motivated to remain loyal with the business. the basic reason is that those business that invest in corporate social responsibility give a feeling to the customer that if we spend money in this particular business we will indirectly be participating in the corporate social responsibility. This feeling motivates the customer to remain loyal with the business. The findings of the study are in line with previous studies that identified that corporate social responsibility enhances customer loyalty (Choi & La, 2013; Huang, Yen, & Liu, 2014; Martinez & Bosque, 2013). Furthermore, as far as the moderating role of gender is concerned the results are not highly significant but as per Chin, Marcolin, and Newsted (2003) a minute effect should not be ignored, therefore the moderating variable as found significant in the regression analysis has been kept in the model, considering gender to have a significant potential in affecting the relationship between customer loyalty and corporate social responsibility. Furthermore, the moderating effect of gender is there though it is slight but yet significant so therefore it should not be ignored. Therefore, there is no harm in saying that the gender moderates the relationship between CSR and customers' loyalty. The findings of the study are in line with only one study (Cha & Borchgrevink, 2018) as there was need to study this relationship because of scarce literature. The findings revealed that those restaurants that invested in CSR have more loyal customers and their businesses perform better. Customers prefer to remain with the businesses that invest in CSR.

Conclusion

As an increase in CSR initiatives, companies are focusing more and more on it to enhance their reputation, their customers and so their profits and competitiveness in the market. The results of this study show that these social practices do influence the customers in positive way to some extent. By adding moderating role of gender, it is to be concluded that gender of customers does affect this relationship as per the results. CSR helps to form relationship that is based on trust and honesty (Kennedy, Ferrell, & LeClair, 2001). From a practical point of view, this research expands the view of CSR practices from companies' point that their female customers remain more loyal to them as compared to their male customers. For this, we can say the reason is because males can adjust in any environment and as per their busy life, they can eat from anywhere they feel ease. But for females, it's convenient for them to go somewhere, where they can feel protective environment, where they can trust the respective organization. Females prefer CSR more than males. In a nutshell on the basis of the results of this study we can say that females' quantity of loyalty is more than males with any company on the basis of CSR practices other than making profit only. About how CSR impacts to its customers' loyalty and to what extent gender of those customers influence this relationship. Other than this, further research might conduct on other aspects such as age factor or education level of customers as moderating role. Secondly, the moral emotions experienced during this research were imagined by the respondents rather than physically felt. These imagined feelings can be different at the time of applicability. Therefore, future research might design a field study. This type of follow up of the same research will serve as an opportunity for further validate these findings as well as to assess whether the findings from experimental research are as same as the imaginary study has concluded.

Implications

This research can represent the dynamics of the relationship of corporate social responsibility practices in customer's loyalty in restaurant industry of Pakistan. As such it contributes to the limited research exploring the moderating effect of gender of customer on this relationship. Research shows that perceived ethical behavior by restaurants does affect its customers on basis of gender, like women give more consideration to these factors as compare to men. On this behalf, manager implications could be that management of restaurants should give more focus to retain the loyalty of women customers as well as they should assess the factors that can give men equal thoughts to be loyal with them. From a managerial perspective, social activities other than earning profit should be of this kind that men can consider them too and they also want to establish long-term relationships with the respective restaurants.