Hassan, ZubairNareeman, AishathPauline, Namuwonge2024-10-032024-10-032013-09-17https://hoba.ium.edu.mv/handle/1/2447The main purpose of this research is to examine the impact of customer perception of corporate social responsibility (CSR) practices or initiatives undertaken by foreign multinational retailers in Malaysia on customer satisfaction and retention. A conceptual framework comprises of 4 elements (economic, legal, ethical and philanthropy) developed by Carroll (1991) is used to examine the CSR practices and its impact on customer satisfaction and retention. A multivariate likert-scale questionnaire (scale from 1-5) has been developed with two additional dimensions (customer satisfaction and retention). A sample of 101 respondents has been used to collect the data using convenience sampling method. Regression and correlation analysis is conducted using SPSS 21 on full version of data-set to generate the results of analysis. Regression beta coefficient and correlation coefficients were generated to test the hypotheses and to establish the causal effects of economic, ethical, legal, philanthropy on customer satisfaction and retention. Also this study examines the impact of customer satisfaction on customer intention to retain with the business.pdfenManagement of Marketing