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Special Graduate Schools
Graduate School of International Studies
Department of International Business
International Business
3. Theses(Master)
The impact of perceived CSR initiatives on customer loyalty: a study based on the banking sector of Bangladesh.
- Author(s)
- MAKSUD AL KALAM
- Advisor
- Felver Troy Benjamin
- Department
- 국제대학원 국제경영학과
- Publisher
- Graduate School of International Studies Ajou University
- Publication Year
- 2020-02
- Language
- eng
- Alternative Abstract
- In recent years corporate social responsibility has put significant interest on consumer behavior, especially in the banking industry. To focus on the growing importance of CSR in the financial institutions, banks should particularly examine the effects of CSR initiatives on customer loyalty. Bangladesh is a developing country with remarkable economic improvement in the banking sector. But CSR practices are not yet established. The central bank of Bangladesh is trying to influence the banking sectors for CSR involvement. Moreover, the central bank is offering tax exemptions for CSR expenditure for the private commercial banks of Bangladesh. Overall, CSR involvement is very low in the banking sector, but it is gradually growing because of the country’s economic growth. The banking industry is trying to get first-mover advantages by participating in CSR activities. Meanwhile, some private commercial banks are trying to reach a global standard by taking CSR initiatives. Therefore, this study aims to look into the effects of CSR dimensions (customer-centric, environmental, ethical, and philanthropic) on customer loyalty. We analyzed 137 usable questionnaire data and tested the research hypotheses. At first, descriptive statistics were directed using SPSS 23, and then multiple regression analysis was used to prove the research hypotheses. The study disclosed the significant impact between CSR initiatives and customer loyalty. It also discovered that customer-centric CSR activities by the bank have the most significant effect on customer loyalty; others are moderate in the context of the banking sector of Bangladesh. Banks are service-oriented organizations, which is why customers focus on customer-centric CSR. We found environmental CSR is the least focused division in the banking industry of Bangladesh. These findings can help this industry develop customer loyalty towards banks and appropriate CSR expenditure in their budgets. Keywords: CSR, CSR dimensions, customer loyalty, the banking industry of Bangladesh.
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