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Corporate greed: its effect on customer satisfaction, corporate social responsibility and corporate reputation among bank customers

Albert Caruana, Joseph Vella (), Jirka Konietzny and Saviour Chircop
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Albert Caruana: University of Malta
Joseph Vella: University of Malta
Jirka Konietzny: Lulea University of Technology
Saviour Chircop: University of Malta

Journal of Financial Services Marketing, 2018, vol. 23, issue 3, 226-233

Abstract: Abstract Corporate greed has received increasing attention in recent years with various stories hitting the headlines, particularly after the global financial crisis and the ensuing negative attitudes toward banks. Customer satisfaction and corporate social responsibility are known to have a positive effect on corporate reputation among customers, but perceived corporate greed is likely to impede their effect. Corporate greed, customer satisfaction, corporate social responsibility and corporate reputation are considered, and a research model is proposed. Results indicate that the effect of corporate greed is stronger on corporate social responsibility than on customer satisfaction, implying that corporate social responsibility activities may be futile if the company is perceived to be acting greedily by its customers. Thus, perceptions of corporate greed need to be dealt with swiftly, to enable management to enhance the corporate reputation of the firm.

Keywords: Corporate greed; Corporate social responsibility; Corporate reputation; Customer satisfaction; Customer revenge (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1057/s41264-018-0050-0

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