Customer Behaviour towards Corporate Social Responsibility: A Study in the Banking Industry in Mauritius

Leenshya Gunnoo
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Leenshya Gunnoo: University of Technology Mauritius

Economics and Applied Informatics, 2023, issue 1, 78-88

Abstract: The concept of Corporate Social Responsibility (CSR) has come a long way. Looking back, we can see the essence of the notion turning over a new leaf and morphing in a way that it has now become more important than ever. Through the adoption of CSR practices, businesses can show their stakeholders, customer and the public that they care for the society, the environment, the future, and the planet. The relationship between CSR and customer behaviour has been analysed in various business fields but this study focuses on the banking sector of Mauritius. To achieve the research aims and objectives, first and foremost the level of customer awareness on CSR was analysed. Secondly, we analyse whether customer attitude toward banks being socially responsible can impact their purchase intention. Lastly, whether the bank’s social responsibility image portrayed can influence customers’ loyalty, satisfaction and trust toward the bank. A survey questionnaire was developed and administered to collect the required data and a total of 250 respondents answered the questionnaires. Both SPSS software and Excel were used to perform the tests and analysis. The evidence from the analysis showed that customers are aware of the CSR activities of the bank they do transact with. Moreover, the finding unveiled that CSR has a positive and direct impact on customer purchase intention, loyalty, and satisfaction. However, the research also concluded that CSR has no direct impact on customer trust.

Keywords: CSR; Customer loyalty; satisfaction; purchase intention; banking industry (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fseeai:y:2023:i:1:p:78-88

DOI: 10.35219/eai15840409322

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