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Investigating CSR Practice and SERVQUAL Model for Customer Attitudinal and Behavioral Loyalty in a Banking Context: A Sequential Mediation Model

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  • Bilal Ahmad

    (School of Economics and Management, North China Electric Power University, China & Riphah School of Business and Management, Riphah International University, Lahore, Pakistan)

  • Muhammad Imad ud Din Akbar

    (Department of Management Sciences, National University of Modern Languages, Pakistan)

Abstract

The quality of service delivery is considered one of the most important success indicators in the banking sector. Therefore, this research aims to investigate the impact of corporate social responsibility (CSR) on the SERVQUAL model in the retail banking sector, taking into account the serial mediation of customer satisfaction and affective commitment. A sample of 313 retail banking customers was employed for the final analysis. The authors validate a measurement model using structural equation modeling (SEM). The findings of this research suggest that corporate social responsibility (CSR) has a significant relationship with SERVQUAL dimensions. Furthermore, results showed potential effects of SERVQUAL dimensions on customer satisfaction and affective commitment. Consequently, corporate social responsibility (CSR) has a strong indirect association with attitudinal and behavioral loyalty. The theoretical contributions of these results for managerial practices are also discussed.

Suggested Citation

  • Bilal Ahmad & Muhammad Imad ud Din Akbar, 2022. "Investigating CSR Practice and SERVQUAL Model for Customer Attitudinal and Behavioral Loyalty in a Banking Context: A Sequential Mediation Model," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 13(1), pages 1-23, January.
    • Handle: RePEc:igg:jcrmm0:v:13:y:2022:i:1:p:1-23
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