Consumer attributions for corporate social responsibility: causes and consequences

Author:

Konalingam Kajenthiran,Sivapalan Achchuthan,Ratnam Umanakenan,Sivapiragasam Sivanenthira

Abstract

Purpose This study aims to investigate the complex relationship between corporate social responsibility (CSR) dimensions and customer loyalty. In particular, this study suggested an intervening process through customer perceived value, which makes banking customers more loyal. Design/methodology/approach Using a randomised sample of 261 respondents from the Northern Province of Sri Lanka, this study empirically investigates the role of CSR in enhancing customer value and loyalty. The collected data, the study model and hypotheses were assessed by partial least squares structural equation modelling. Findings According to the results, CSR practices that are both strategic and stakeholder-driven have a positive effect on customer loyalty in the banking industry. Further, customer perceived-value positively impacts customer loyalty. Besides, customer perceived-value mediates the association between CSR practices and customer loyalty. Research limitations/implications This study is limited to the banking industry. Thus, future studies can replicate the same research in different sectors like retail, tourism and hospitality, insurance and microcredit institutions, garments, textiles, etc. Practical implications This study suggests specific dimensions of CSR that need to be emphasised while the banking industry designs its loyalty programs. Originality/value The notion of customer value has been suggested as a mediating mechanism between diversified CSR perspectives and customer loyalty. Thus, this study proposes a comprehensive framework for enhancing customer loyalty to banks via CSR practices and customer value creation.

Publisher

Emerald

Subject

Organizational Behavior and Human Resource Management,Strategy and Management,Business, Management and Accounting (miscellaneous),Business and International Management

Reference120 articles.

1. Does retailer CSR enhance behavioral loyalty? A case for benefit segmentation;International Journal of Research in Marketing,2014

2. How do you measure what you can't define? The current state of loyalty measurement and management;Journal of Service Management,2013

3. Effects of corporate social responsibility on consumer retention in the cellular industry of Pakistan;African Journal of Business Management,2010

4. Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty;International Journal of Bank Marketing,2016

Cited by 4 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3