The effects of similarity of values, religious values, and empathy on bank commitment to CSR and customers’ internal and behavioral responses: evidence from Guilan Province in Iran

This research investigated the impact of similarity of values, religious values, and empathy on shaping customers' perception of bank commitment to CSR. We also examine the impact of customers' perceptions of bank commitment to CSR on their loyalty, Positive Word-of-Mouth (PWOM), and Customer Citizenship Behavior through customers' trust and satisfaction. The Partial Least Square approach of the Structural Equation Modeling was used to analyze the data (n = 300). The results showed that: (1) similarity of values, religious values, and empathy lead to customers' perception of the bank's commitment to CSR; (2) customers' perception of the bank's commitment to CSR gives them trust and satisfaction; (3) customers trust gives them satisfaction and leads to their loyalty and Positive Word-of-Mouth (PWOM); (4) customers satisfaction results in their loyalty; (5) customers loyalty prompts their PWOM and Citizenship Behavior. The most important innovation of this research is introducing the “Similarity of Values” variable and its impact on CSR commitment. The impact of customer empathy with employees on CSR commitment in banking and religious values on CSR commitment in Iranian banking is the other innovations of this research. These findings present several important managerial and research implications discussed in this study.