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Impact of Service quality and Corporate Social Responsibility on Brand Hate, Moderating role of Complaint handling
(UMT, Lahore, 2023) Aatika Maham
This research sought to investigate the influence of service quality and corporate social responsibility on brand hate. It also examined the moderating role of complaint handling. In recent years, there has been significant progress in study on the factors that influence brand hate. In order to achieve this objective, a questionnaire methodology was employed to gather information from 401 Pakistani consumers who use banks. The researchers utilized the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique to evaluate the soundness of the research hypotheses. The findings suggest that service quality and corporate social responsibility has a favorable impact on brand hate. Service quality has a substantial negative influence on brand hate. Corporate social responsibility also has negative impact on the brand hate, and complaint handling serves as a moderator between the service quality and brand hate. Furthermore, it was noted that complaint handling did not influence or affect the connection between corporate social responsibility and brand hate. The study also includes a discussion of the theoretical and managerial implications, as well as the limitations and future research objectives.