How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment?

Mobin Fatma () and Imran Khan
Additional contact information
Mobin Fatma: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia
Imran Khan: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia

Sustainability, 2023, vol. 15, issue 7, 1-10

Abstract: The authors of this study aimed to evaluate the links between corporate social responsibility (CSR) activities, trust, identification, and commitment to measure the impact of consumer perceptions of CSR initiatives on these three marketing outcomes (trust, identification, and commitment). A structured questionnaire was administered to 341 bank clients as part of an empirical study to examine the hypotheses. The study’s proposed model was tested in the Indian banking industry and examined the use of the structural equation modeling (SEM) method in the AMOS program. According to the findings, consumers believe that CSR initiatives significantly affect two marketing outcomes (trust and identification). The findings of this study are useful in helping policymakers at various banking institutions comprehend the major impact that CSR initiatives have on influencing consumer behavior. This study provides a greater knowledge of how consumers view CSR and how that impression may affect marketing outcomes.

Keywords: corporate social responsibility; banks; customers; trust; identification; commitment (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/7/6000/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/7/6000/ (text/html)

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:gam:jsusta:v:15:y:2023:i:7:p:6000-:d:1111840

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().