Sustainable Development and Customer Satisfaction and Loyalty in North Cyprus: The Mediating Effect of Customer Identification

Mustafa Ozkan, Kemal Cek and Serife Z. Eyupoglu
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Mustafa Ozkan: Department of Business Administration, Near East University, Nicosia 99010, Cyprus
Kemal Cek: Department of Accounting and Finance, Cyprus International University, Mersin 10, Nicosia 99258, Turkey
Serife Z. Eyupoglu: Department of Business Administration, Near East University, Nicosia 99010, Cyprus

Sustainability, 2022, vol. 14, issue 9, 1-13

Abstract: This study analyzes the influence of corporate social responsibility (CSR) from a multidimensional sustainable development approach on customer loyalty and satisfaction through the mediation of customer identification. CSR is a key concept for banks to attract, retain, satisfy and increase the loyalty of customers. Structural equation modeling was conducted to test the proposed relationship. The questionnaire was filled out by 389 banking sector customers. The findings suggested that customer identification mediates the relationship between the economic development dimension of CSR and customer satisfaction and loyalty. However, customer identification did not show a mediating effect between social equity and environmental protection dimension of CSR and customer loyalty and satisfaction. The findings are expected to provide insights into the importance of CSR for the banking industry in order to enhance favorable customer attitudes.

Keywords: corporate social responsibility; customer loyalty; customer satisfaction; customer identification; banking industry (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 (4)

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