Consumer responses to CSR in Indian banking sector

Mobin Fatma () and Zillur Rahman
Additional contact information
Mobin Fatma: Asia Pacific Institute of Management
Zillur Rahman: Indian Institute of Technology Roorkee

International Review on Public and Nonprofit Marketing, 2016, vol. 13, issue 3, No 1, 203-222

Abstract: Abstract The objective of this study is to investigate the how corporate social responsibility (CSR) effect consumer responses in the banking industry. This study contributes to the previous literature by exploring the moderating role of awareness and mediating role of trust in the proposed conceptual model. The proposed relationship in the study was tested through a structural equation modeling for a sample of 619 customers of Indian banks. The findings drawn from the study demonstrate how corporate ability and CSR influence the consumer responses specifically the purchase intention towards their banks. The hypothesized relationships in this study are empirically supported. The corporate ability is the strong influence on consumer purchase intention with their financial service provider as compare to CSR. The findings drawn from this study have important implication for the banking companies to build a social image to have a favorable impression in customer’s mind. This study tries to contribute to the literature on CSR by understating its dynamics and effect on customer behavior outcomes. The researchers have taken into account the role of two variables i.e., corporate ability and CSR and their effect on customer response.

Keywords: Corporate social responsibility; CSR; Customers; Indian banks (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://link.springer.com/10.1007/s12208-015-0146-3 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:irpnmk:v:13:y:2016:i:3:d:10.1007_s12208-015-0146-3

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/12208

DOI: 10.1007/s12208-015-0146-3

Access Statistics for this article

International Review on Public and Nonprofit Marketing is currently edited by Helena Maria Alves

More articles in International Review on Public and Nonprofit Marketing from Springer, International Association of Public and Non-Profit Marketing
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().