Sustainable Banking Through Corporate Social Responsibility: Financial and Emotional Pathways of Customer Perceptions—Evidence from Ankara, the Capital of Turkey

Zülfi Umut Özkara (), Şahnaz Koçoğlu, Aynur Taş-Kaya, Aylin Akyol and Serdar Aykut
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Zülfi Umut Özkara: Department of Capital Markets, Faculty of Financial Sciences, Ankara Haci Bayram Veli University, 06560 Ankara, Turkey
Şahnaz Koçoğlu: Department of Business Administration, Faculty of Economics and Administrative Sciences, Ankara Haci Bayram Veli University, 06560 Ankara, Turkey
Aynur Taş-Kaya: Department of Business Administration, Faculty of Economics and Administrative Sciences, Hakkari University, 30000 Hakkari, Turkey
Aylin Akyol: Department of Business Administration, Faculty of Economics and Administrative Sciences, Adıyaman University, 02040 Adıyaman, Turkey
Serdar Aykut: Department of Social Work, Faculty of Health Sciences, Çankırı Karatekin University, 18100 Çankırı, Turkey

Sustainability, 2025, vol. 17, issue 22, 1-30

Abstract: In the context of sustainable banking, this study examines the relationships between customers’ perceptions of corporate social responsibility (CSR), their evaluations of a bank’s financial performance, and the positive and negative emotions they associate with a bank, underscoring the importance of managing customer psychology. The dataset consists of 426 completed questionnaires collected from private bank customers in Ankara, the capital of Turkey. SPSS 24.0 was used for data entry, and SPSS and AMOS 24.0 were employed for statistical analyses. The analytical procedures included preliminary analyses, confirmatory factor analysis, Harman’s single-factor test, common latent factor analysis, internal consistency, composite reliability, convergent and discriminant validity, Pearson correlation analysis, structural equation modeling, the Sobel test, and a bootstrap method with 5000 resamples. The findings indicate that customers’ perceptions of CSR have a significant and positive direct effect on their perceptions of a bank’s financial performance. In turn, perceived financial performance positively influences customers’ positive emotions and negatively influences their negative emotions. Moreover, perceptions of CSR affect emotional responses both directly and indirectly through perceived financial performance, enhancing positive emotions and reducing negative ones. In conclusion, within the proposed model, perceived financial performance functions as a partial mediating variable between CSR perceptions and customer emotions. These findings advance CSR scholarship by mapping its financial and emotional impact pathways in banking, yielding strategic insights for practitioners.

Keywords: corporate social responsibility; stakeholder theory; financial performance; positive and negative emotions; banking customers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:17:y:2025:i:22:p:10139-:d:1793433

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