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Consumer responses to CSR in Indian banking sector

Author

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  • Mobin Fatma

    (Asia Pacific Institute of Management)

  • Zillur Rahman

    (Indian Institute of Technology Roorkee)

Abstract

The objective of this study is to investigate the how corporate social responsibility (CSR) effect consumer responses in the banking industry. This study contributes to the previous literature by exploring the moderating role of awareness and mediating role of trust in the proposed conceptual model. The proposed relationship in the study was tested through a structural equation modeling for a sample of 619 customers of Indian banks. The findings drawn from the study demonstrate how corporate ability and CSR influence the consumer responses specifically the purchase intention towards their banks. The hypothesized relationships in this study are empirically supported. The corporate ability is the strong influence on consumer purchase intention with their financial service provider as compare to CSR. The findings drawn from this study have important implication for the banking companies to build a social image to have a favorable impression in customer’s mind. This study tries to contribute to the literature on CSR by understating its dynamics and effect on customer behavior outcomes. The researchers have taken into account the role of two variables i.e., corporate ability and CSR and their effect on customer response.

Suggested Citation

  • Mobin Fatma & Zillur Rahman, 2016. "Consumer responses to CSR in Indian banking sector," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 203-222, October.
    • Handle: RePEc:spr:irpnmk:v:13:y:2016:i:3:d:10.1007_s12208-015-0146-3
    DOI: 10.1007/s12208-015-0146-3
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    References listed on IDEAS

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    Cited by:

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    2. Montserrat Boronat-Navarro & José Antonio Pérez-Aranda, 2019. "Consumers’ perceived corporate social responsibility evaluation and support: The moderating role of consumer information," Tourism Economics, , vol. 25(4), pages 613-638, June.
    3. Ali Raza & Amer Saeed & Muhammad Khalid Iqbal & Umair Saeed & Imran Sadiq & Naveed Ahmad Faraz, 2020. "Linking Corporate Social Responsibility to Customer Loyalty through Co-Creation and Customer Company Identification: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 12(6), pages 1-19, March.
    4. Mobin Fatma & Imran Khan, 2023. "Corporate Social Responsibility and Brand Advocacy among Consumers: The Mediating Role of Brand Trust," Sustainability, MDPI, vol. 15(3), pages 1-10, February.
    5. Imran Khan & Mobin Fatma, 2023. "Impact of CSR Authenticity on Brand Advocacy: The Mediating Role of Brand Equity," Sustainability, MDPI, vol. 15(11), pages 1-11, May.
    6. Dianxi Zhang & Asif Mahmood & Antonio Ariza-Montes & Alejandro Vega-Muñoz & Naveed Ahmad & Heesup Han & Muhammad Safdar Sial, 2021. "Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis," IJERPH, MDPI, vol. 18(9), pages 1-14, April.

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