Effect of Corporate Social Responsibility on Consumer Satisfaction and Consumer Loyalty of Private Banking Companies in Peru

Luigi Leclercq-Machado, Aldo Alvarez-Risco, Sharon Esquerre-Botton, Camila Almanza-Cruz, Maria de las Mercedes Anderson-Seminario, Shyla Del-Aguila-Arcentales and Jaime A. Yáñez
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Luigi Leclercq-Machado: Carrera de Negocios Internacionales Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Aldo Alvarez-Risco: Carrera de Negocios Internacionales Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Sharon Esquerre-Botton: Carrera de Negocios Internacionales Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Camila Almanza-Cruz: Carrera de Negocios Internacionales Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Maria de las Mercedes Anderson-Seminario: Carrera de Negocios Internacionales Facultad de Ciencias Empresariales y Económicas, Universidad de Lima, Lima 15023, Peru
Shyla Del-Aguila-Arcentales: Escuela de Posgrado, Universidad San Ignacio de Loyola, Lima 15024, Peru
Jaime A. Yáñez: Vicerrectorado de Investigación, Universidad Norbert Wiener, Lima 15046, Peru

Sustainability, 2022, vol. 14, issue 15, 1-17

Abstract: This study aimed to determine the effect of corporate social responsibility (CSR) on consumer satisfaction and loyalty in the Peruvian private banking sector. A total of 390 bank consumers fulfilled an online survey. It evaluated the effect of corporate social responsibility (CSR), customer satisfaction (CS), and customer trust (CT) on customer loyalty. The results suggest that CSR and customer satisfaction, through customer trust, have a positive effect on customer loyalty. The model explained 63.6% of customer loyalty. Outcomes of the bootstrapping test showed that the path coefficients were significant. The research findings may help bank managers to understand customers’ satisfaction and trust, which can create a preference and loyalty for their firms. The study’s novelty is based on the use of the partial least square structural equation modeling technique (PLS-SEM) to evaluate CSR in the financial sector in Peru.

Keywords: corporate social responsibility; customer satisfaction; customer trust; customer loyalty; retail banking; Peru (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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