Corporate social responsibility and bank customer satisfaction
- 11 April 2008
- journal article
- Published by Emerald in International Journal of Bank Marketing
- Vol. 26 (3), 170-182
- https://doi.org/10.1108/02652320810864643
Abstract
Purpose – The purpose of this paper is to explore the relationship between corporate social responsibility (CSR) and customer outcomes. Design/methodology/approach – This paper reviews the literature on CSR effects and satisfaction, noting gaps in the literature. Findings – A series of propositions is put forward to guide future research endeavours. Research limitations/implications – By understanding the likely impact on customer satisfaction of CSR initiatives vis-à-vis customer-centric initiatives, the academic research community can assist managers to understand how to best allocate company resources in situations of low customer satisfaction. Such endeavours are managerially relevant and topical. Researchers seeking to test the propositions put forward in this paper would be able to gain links with, and possibly attract funding from, banks to conduct their research. Such endeavours may assist researchers to redefine the stakeholder view by placing customers at the centre of a network of stakeholders. Practical implications – An understanding of how to best allocate company resources to increase the proportion of satisfied customers will allow bank marketers to reduce customer churn and hence increase market share and profits. Originality/value – Researchers have not previously conducted a comparative analysis of the effects of different CSR initiatives on customer satisfaction, nor considered whether more customer-centric initiatives are likely to be more effective in increasing the proportion of satisfied customers.Keywords
This publication has 35 references indexed in Scilit:
- Price sensitivity as an indicator of customer defection in retail bankingInternational Journal of Bank Marketing, 2007
- Using Best–Worst Scaling Methodology to Investigate Consumer Ethical Beliefs Across CountriesJournal of Business Ethics, 2006
- An empirical examination of the stakeholder strategy matrixEuropean Journal of Marketing, 2005
- Consumer preferences for GM food and other attributes of the food systemAustralian Journal of Agricultural and Resource Economics, 2003
- An investigation into the switching process in retail banking servicesInternational Journal of Bank Marketing, 2001
- Corporate citizenship as a marketing instrument ‐ Concepts, evidence and research directionsEuropean Journal of Marketing, 2001
- Quality assurance and the consumerBritish Food Journal, 1999
- Barclays Life customer satisfaction and loyalty tracking survey: a demonstration of customer loyalty research in practiceInternational Journal of Bank Marketing, 1998
- The influence of firm behavior on purchase intention: do consumers really care about business ethics?Journal of Consumer Marketing, 1997
- Company Advertising with a Social Dimension: The Role of Noneconomic CriteriaJournal of Marketing, 1996