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Sustainable Development and Customer Satisfaction and Loyalty in North Cyprus: The Mediating Effect of Customer Identification

Author

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  • Mustafa Ozkan

    (Department of Business Administration, Near East University, Nicosia 99010, Cyprus)

  • Kemal Cek

    (Department of Accounting and Finance, Cyprus International University, Mersin 10, Nicosia 99258, Turkey)

  • Serife Z. Eyupoglu

    (Department of Business Administration, Near East University, Nicosia 99010, Cyprus)

Abstract

This study analyzes the influence of corporate social responsibility (CSR) from a multidimensional sustainable development approach on customer loyalty and satisfaction through the mediation of customer identification. CSR is a key concept for banks to attract, retain, satisfy and increase the loyalty of customers. Structural equation modeling was conducted to test the proposed relationship. The questionnaire was filled out by 389 banking sector customers. The findings suggested that customer identification mediates the relationship between the economic development dimension of CSR and customer satisfaction and loyalty. However, customer identification did not show a mediating effect between social equity and environmental protection dimension of CSR and customer loyalty and satisfaction. The findings are expected to provide insights into the importance of CSR for the banking industry in order to enhance favorable customer attitudes.

Suggested Citation

  • Mustafa Ozkan & Kemal Cek & Serife Z. Eyupoglu, 2022. "Sustainable Development and Customer Satisfaction and Loyalty in North Cyprus: The Mediating Effect of Customer Identification," Sustainability, MDPI, vol. 14(9), pages 1-13, April.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:9:p:5196-:d:801934
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    References listed on IDEAS

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    1. Chong Ji & Wenhui Zhao & Hui Wang & Puyu Yuan, 2022. "Online Platform Customer Shopping Repurchase Behavior Analysis," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    2. Kayenaat Bahl & Ravi Kiran & Anupam Sharma, 2023. "Scaling Up Banking Performance for the Realisation of Specific Sustainable Development Goals: The Interplay of Digitalisation and Training in the Transformation Journey," Sustainability, MDPI, vol. 15(18), pages 1-22, September.
    3. Qingyu Zhang & Sohail Ahmad, 2022. "Linking Corporate Social Responsibility, Consumer Identification and Purchasing Intention," Sustainability, MDPI, vol. 14(19), pages 1-17, October.
    4. Leenshya GUNNOO, 2023. "Customer Behaviour towards Corporate Social Responsibility: A Study in the Banking Industry in Mauritius," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 78-88.

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