Online from: 1983
Subject Area: Marketing
|Title:||Corporate social responsibility and bank customer satisfaction: A research agenda|
|Author(s):||Lynette M. McDonald, (Department of Marketing, Griffith Business School, Griffith University, Meadowbrook, Australia), Sharyn Rundle-Thiele, (Faculty of Business, University of Southern Queensland, Springfield, Australia)|
|Citation:||Lynette M. McDonald, Sharyn Rundle-Thiele, (2008) "Corporate social responsibility and bank customer satisfaction: A research agenda", International Journal of Bank Marketing, Vol. 26 Iss: 3, pp.170 - 182|
|Keywords:||Banks, Corporate social responsibility, Customer loyalty, Customer satisfaction|
|Article type:||Conceptual paper|
|DOI:||10.1108/02652320810864643 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this paper is to explore the relationship between corporate social responsibility (CSR) and customer outcomes.
Design/methodology/approach – This paper reviews the literature on CSR effects and satisfaction, noting gaps in the literature.
Findings – A series of propositions is put forward to guide future research endeavours.
Research limitations/implications – By understanding the likely impact on customer satisfaction of CSR initiatives
Practical implications – An understanding of how to best allocate company resources to increase the proportion of satisfied customers will allow bank marketers to reduce customer churn and hence increase market share and profits.
Originality/value – Researchers have not previously conducted a comparative analysis of the effects of different CSR initiatives on customer satisfaction, nor considered whether more customer-centric initiatives are likely to be more effective in increasing the proportion of satisfied customers.
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