The role of Corporate Responsibility on Customer Loyalty in banking sector

Subject Areas : Jounal of Marketing Management

Mohammad Javad Taghipourian ¹ , Mahsa Mashayekhbakhsh ² , Azadeh Mohammadpour ³ , sepideh Ataei ⁴

1 - Assistant Professor, Department of Business Administration, Chalous Branch, Islamic Azad University, Chalus, Iran
2 - Master of Business Administration, Branch Babol, Islamic Azad University, Babol, Iran
3 - Master of entrepreneurship, Chalous Branch, Islamic Azad University, Chalus, Iran
4 - Master of Business Administration, Chalous Branch, Islamic Azad University, Chalus, Iran

Received: 2019-01-15 Accepted : 2019-05-07 Published : 2017-08-23

Keywords: cognitive loyalty, Banking, Social responsibility, Customer loyalty,

Abstract :

Research purpose: With respect to value-oriented marketing goals in today’s saturating market, the concepts of corporate social responsibility and customer loyalty in goods’ essence and services are, among others, two effective techniques of modern era. The purpose of this study is to explore the effects of corporate responsibility on customer loyalty in banking industry. Research methodology: The study population is customers of Agricultural Bank in Mazandaran province. The data collection instruments are based on Rajasekhara’s (2010) and Sudhahar and colleagues’ study (2006). Based on a cluster sampling, 412 Analytical questionnaires were gathered. Research results: The results of the structural equations modeling indicated that (CSR) had positive and significant effect on customer service loyalty. Further, there were positive relationships between CSR dimensions (customers, society, and government) and all loyalty dimensions; i.e. behavioral, attitudinal, cognitive, conative, and affective dimensions. In this regard, CSR toward customers had the highest effect on conative loyalty and affective loyalty; CSR toward society had the highest effect on attitudinal loyalty; and finally, CSR toward government was the most effective on behavioral and cognitive dimensions of loyalty. Managerial usages of the research: Due to the competition between banks, the results of this research can be of great help to managers of private and public banks in attracting and retaining customers. Research innovation: Unlike conventional research that uses a one-dimensional or two-dimensional model of loyalty, this research is worthwhile considering all four dimensions of loyalty in the banking sector.

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