CSR : a roadmap towards customer loyalty

Abstract

The customer related corporate social responsibility (CSR) literature is enriched with studies confirming its influence on customer loyalty. Nevertheless, there are sparse studies confirming the mechanism through which CSR beliefs may influence customer loyalty towards retail banking services within the context of emerging markets like Nigeria where concerns about trust and bank reputation remain persistent. Accordingly, we proposed a research model by employing attribution theory and therefore collected data from 435 retail bank customers in the country to test the proposed model that CSR beliefs have an indirect influence on bank loyalty via brand trust and reputation. Evidence emerging from our statistical analysis validates the research model in addition our supplementary analysis provides evidence on the sequential mediation of reputation and trust with regard to the relationship between CSR beliefs and customer loyalty towards the bank. Overall, this study facilitates a deeper discussion of the relationship between perceived CSR and customer loyalty by identifying brand trust and bank reputation as meaningful mediators. Implications of the study are found in the discussion and concluding sections of the article.