can you write brief about what you understand from the Abstract and the Introduction. need help please.

AbstractIn today's highly competitive environment, when people are also having awareness of ethnicity of corporate sector, it is really difficult as well as compulsory for companies to maintain their sustainability. The objective of this study is to empirically analyze the relationship between customers' loyalty and corporate social responsibility practices of companies that belong to restaurant industry of Pakistan with moderating role of gender. For the purpose of conducting this study the data has been collected from people who went to hotels and restaurant frequently. A sample of 384 respondents was chosen for analysis. Results revealed that gender of customers does have significance impact on being loyal to any particular restaurant brand; yet this effect is small as the value of explained variable increased by one percent only but yet it is significant as per the regression analysis. This study is significant for the managers of food chains and can contribute towards getting loyalty of their customers via more focus on becoming good corporate citizen.

Keywords: corporate social responsibility, customer loyalty, corporate citizenship, business ethic.

Introduction

Due to rapidly changing environment of business world, organizations are more and more focusing on becoming good corporate citizens. These things are being done with the purpose to build a good reputation in industry (Saeidi et al., 2015), to retain their employees (Hirmukhe, 2012), customers (Martnez & Bosque, 2013) and other stakeholders (Mainardes, Alves, & Raposoo, 2012), to compete their rivals (Chan et al., 2012) and ultimately to earn maximum profit (Michelon, Boesso, & Kumar, 2013) through every possible means (Asad, Sharif, & Hafeez, 2016). The academic literature has suggested that if customers are satisfied with their chosen brand, they will repurchase its product and services and become loyal to the organization (Perez & Bosque, 2014). It depends upon the facilities, packages, concessions and way of dealing with the customers of organizations which they do by having a mindset of keeping them happy and eventually for increasing profitability (Loussaief et al., 2014). Though there are some organizations who take corporate social responsibility activities as a cost to their organizations (McMurrian & Matulich, 2016). Some of the studies have taken customers identity, satisfaction, and their trust with the organization as other factors or moderating and mediating variables, because they thought that these variables also affect the relationship of corporate social responsibility activities with customers' loyalty (Martnez & Bosque, 2013). 1 Capital University of Science and Technology, Islamabad pk 2 University of Central Punjab Copyright 2018. NIJBM 145 NUML International Journal of Business & Management ISSN 2410-5392 (Print), ISSN 2521-473X (Online) Vol. 13, No: 2. Dec., 2018 Despite these facts that if any organization is fulfilling its social responsibilities well along with its business operations, customers may or may not be loyal to those organizations. By reviewing different researches, it has been established that some of the organizations do support corporate social responsibilities (Asad, Haider, & Fatima, 2018) and take these operations as compulsory factors rather than earning profit only (Servaes & Tamayo, 2013) whereas, there are some organizations that take these factors as a cost to the organization and find them as expensive activity (White, MacDonnel, & Ellard, 2012). This shows that the CSR is cost or investment it has not yet been clearly defined (Asad, Haider, & Fatima, 2018). Therefore, it would be right to say that customers can switch to other products and services despite of corporate social responsibility practices being executed by those organizations with whom they are connected for some period of time as they have a choice to switch purchase decisions (Jagel et al., 2012; White & MacDonnell, 2012). Especially in the hotel and restaurant industry it has been observed that the customer switching is high (Han, Back, & Barrett, 2009; Han, Kim, & Hyun, 2011) which shows a clear gap that need to be filled that how customer switching can be controlled in hotel and restaurant industry. It is observed that customers have full freedom to retain with the same brand or switch on their very next purchase of same product or service (Asad & Sharif, 2016). Different factors can be seen in this term that can affect the desire or will of changing brand such as the age of the customers, their education, gender or other like their attitude or behavior at the time of buying product or service. In industries, many of the organizations do work on corporate social responsibility activities with the view of two market outcomes, named as Corporate Reputation (CR) and Brand Equity (BE) (Fatma, Rahman, & Khan, 2015) as corporate image is cited as a source of influence on customer trust and loyalty. Organizations do these extra activities to build long lasting relationships with customers in order to strengthen the competitive advantage of their firms (Saeidi et al., 2015). Different researches explored consumer's loyalty about corporate social responsibilities (Jatinder, Orial, & Batista-foguet, 2012; Oberseder, Schlegelmiltch, & Murphy, 2014). Customer's loyalty can be defined as a belief that the product or services provider can be relied on to behave in such a manner that the long-term interest of the customers will be served (Crossby, 1990). It has been observed that customer loyalty is relatively low among females (Cha & Borchgrevink, 2018). But despite the focused attention and increasing practices of organizations in the regard of being a good corporate citizen (Asad, Haider, & Fatima, 2018), it remains unconfirmed that customers would not change their mind and also that they would remain loyal to organizations as they have choice of switching (Cha & Borchgrevink, 2018). Therefore, this research will be having a role of assessing corporate social responsibility in creating or resisting customer's loyalty in context of gender with respective organizations or brands. Furthermore, as it has been observed that customer switching is high in restaurant industry (Han, Kim, & Hyun, 2011), thus, this study is conducted on restaurant industry to see that to what extent CSR practices of restaurants effect the loyalty of customers to fill the gap in the studies related to customer loyalty along with effect of gender of customers on their loyalty of Copyright 2018. NIJBM 146 NUML International Journal of Business & Management ISSN 2410-5392 (Print), ISSN 2521-473X (Online) Vol. 13, No: 2. Dec., 2018 repurchasing from those restaurants. The study will fill the gap in the body of knowledge by adding gender as a moderating variable in the CSR theory to further strengthen the theory. The findings of the study are significant for the academicians as well as the practitioners especially in the restaurant industry. The study will provide guidance to the restaurant industry about the importance of CSR in terms of gender so after identifying that which gender is their most frequent customer they may cater accordingly.