IDEAS home Printed from https://ideas.repec.org/a/wly/corsem/v29y2022i6p2053-2064.html
   My bibliography  Save this article

Analyzing the corporate social responsibility perception from customer relationship quality perspective. An application to the retail banking sector

Author

Listed:
  • Janine Hobeika
  • Insaf Khelladi
  • Mehmet A. Orhan

Abstract

Management scholars are increasingly stressing the importance of corporate social responsibility (CSR) and its growing role in today's business world. Building on stakeholder theory and relationship marketing theoretical framework, this study focuses on the link between customers and CSR and the role of frontline employees in building customer relationship quality, critical for CSR initiatives. This article investigates the effects of expected relational benefits and professional stereotypes on customers' perceptions of companies' CSR activities. This research unveils the cognitive processes influencing customers' perceptions of CSR initiatives the moment they open the companies' doors. A survey was conducted among customers in the banking sector that is experiencing an increasing deployment of CSR programs. We found that frontline employees, as drivers of relational benefits, actively participate in how customers perceive their banks' CSR initiatives. However, how customers perceive their banks through bankers' professional stereotypes partially influences their perceptions of CSR initiatives.

Suggested Citation

  • Janine Hobeika & Insaf Khelladi & Mehmet A. Orhan, 2022. "Analyzing the corporate social responsibility perception from customer relationship quality perspective. An application to the retail banking sector," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(6), pages 2053-2064, November.
    • Handle: RePEc:wly:corsem:v:29:y:2022:i:6:p:2053-2064
    DOI: 10.1002/csr.2301
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/csr.2301
    Download Restriction: no
    File URL: https://libkey.io/10.1002/csr.2301?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jorge Matute‐Vallejo & Rafael Bravo & José M. Pina, 2011. "The influence of corporate social responsibility and price fairness on customer behaviour: evidence from the financial sector," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 18(6), pages 317-331, November.
    2. Dwayne D. Gremler & Yves Vaerenbergh & Elisabeth C. Brüggen & Kevin P. Gwinner, 2020. "Understanding and managing customer relational benefits in services: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 565-583, May.
    3. Guido Berens & Cees Riel & Johan Rekom, 2007. "The CSR-Quality Trade-Off: When can Corporate Social Responsibility and Corporate Ability Compensate Each Other?," Journal of Business Ethics, Springer, vol. 74(3), pages 233-252, September.
    4. Björn Ivens & Alexander Leischnig & Brigitte Muller & Katharina Valta, 2015. "On the role of brand stereotypes in shaping consumer response toward brands: an empirical examination of direct and mediating effects of warmth and competence," Post-Print hal-01427971, HAL.
    5. Björn Ivens & Brigitte Muller & Alexander Leischnig & Katharina Valta, 2015. "On the Role of Brand Stereotypes in Shaping Consumer Response toward Brands: An Empirical Examination of Direct and Mediating Effects of Warmth and Competence," Post-Print hal-01796284, HAL.
    6. C. Bhattacharya & Daniel Korschun & Sankar Sen, 2009. "Strengthening Stakeholder–Company Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives," Journal of Business Ethics, Springer, vol. 85(2), pages 257-272, April.
    7. Adam, Martin & Wessel, Michael & Benlian, Alexander, 2020. "AI-based chatbots in customer service and their effects on user compliance," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 119304, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    8. Albert Caruana & Joseph Vella & Jirka Konietzny & Saviour Chircop, 2018. "Corporate greed: its effect on customer satisfaction, corporate social responsibility and corporate reputation among bank customers," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 226-233, December.
    9. Fernandes, Teresa & Pinto, Teresa, 2019. "Relationship quality determinants and outcomes in retail banking services: The role of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 30-41.
    10. Jennifer Aaker & Kathleen D. Vohs & Cassie Mogilner, 2010. "Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 224-237, August.
    11. Andrea Pérez & Ignacio Rodríguez del Bosque, 2013. "Measuring CSR Image: Three Studies to Develop and to Validate a Reliable Measurement Tool," Journal of Business Ethics, Springer, vol. 118(2), pages 265-286, December.
    12. Andrea Pérez & Ignacio Rodríguez del Bosque, 2012. "The Role of CSR in the Corporate Identity of Banking Service Providers," Journal of Business Ethics, Springer, vol. 108(2), pages 145-166, June.
    13. Khawaja Fawad Latif & Aymen Sajjad, 2018. "Measuring corporate social responsibility: A critical review of survey instruments," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1174-1197, November.
    14. Ahmad Aljarah & Lawrence Emeagwali & Blend Ibrahim & Bashar Ababneh, 2018. "Does corporate social responsibility really increase customer relationship quality? A meta-analytic review," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 16(1), pages 28-49, December.
    15. Zhihong Wang & Tien‐Shih Hsieh & Joseph Sarkis, 2018. "CSR Performance and the Readability of CSR Reports: Too Good to be True?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(1), pages 66-79, January.
    16. Minseok Kim & Boyoung Kim & Sungho Oh, 2018. "Relational Benefit on Satisfaction and Durability in Strategic Corporate Social Responsibility," Sustainability, MDPI, vol. 10(4), pages 1-18, April.
    17. Marina Dabic & Ana Colovic & Olivier Lamotte & Mollie Painter-Morland & Silvana Brozovic, 2016. "Industry-specific CSR: analysis of 20 years of research," Post-Print hal-02907079, HAL.
    18. Francesco Caputo & Luca Carrubbo & Debora Sarno, 2018. "The Influence of Cognitive Dimensions on the Consumer-SME Relationship: A Sustainability-Oriented View," Sustainability, MDPI, vol. 10(9), pages 1-19, September.
    19. Valentina Cillo & Antonio Messeni Petruzzelli & Lorenzo Ardito & Manlio Del Giudice, 2019. "Understanding sustainable innovation: A systematic literature review," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(5), pages 1012-1025, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Byung‐Jik Kim & Youngkyun Chang & Tae‐Hyun Kim, 2023. "Translating corporate social responsibility into financial performance: Exploring roles of work engagement and strategic coherence," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(5), pages 2555-2573, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Halkias, Georgios & Diamantopoulos, Adamantios, 2020. "Universal dimensions of individuals' perception: Revisiting the operationalization of warmth and competence with a mixed-method approach," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 714-736.
    2. Zhou, Zhimin & Ding, Yi & Feng, Wenting & Ke, Nianman, 2021. "Extending B2B brands into the B2C market: Whether, when, and how brands should emphasize B2B industry background," Journal of Business Research, Elsevier, vol. 130(C), pages 364-375.
    3. Chen Pang & Jie Zhou & Xiaofen Ji, 2022. "The Effects of Chinese Consumers’ Brand Green Stereotypes on Purchasing Intention toward Upcycled Clothing," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    4. Portal, Sivan & Abratt, Russell & Bendixen, Michael, 2018. "Building a human brand: Brand anthropomorphism unravelled," Business Horizons, Elsevier, vol. 61(3), pages 367-374.
    5. Sabeen Hussain Bhatti & Kamran Iqbal & Gabriele Santoro & Fabio Rizzato, 2022. "The impact of corporate social responsibility directed toward employees on contextual performance in the banking sector: A serial model of perceived organizational support and affective organizational," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(6), pages 1980-1994, November.
    6. Japutra, Arnold & Molinillo, Sebastian & Wang, Shasha, 2018. "Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 191-200.
    7. Kolbl, Živa & Diamantopoulos, Adamantios & Arslanagic-Kalajdzic, Maja & Zabkar, Vesna, 2020. "Do brand warmth and brand competence add value to consumers? A stereotyping perspective," Journal of Business Research, Elsevier, vol. 118(C), pages 346-362.
    8. Wei, Zihan & Zhang, Mingli & Qiao, Tong, 2022. "Effect of personal branding stereotypes on user engagement on short-video platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    9. Ren, Shengnan & Karimi, Sahar & Bravo Velázquez, Alberto & Cai, Jianfeng, 2023. "Endorsement effectiveness of different social media influencers: The moderating effect of brand competence and warmth," Journal of Business Research, Elsevier, vol. 156(C).
    10. Benjamin Boeuf & Jessica Darveau, 2019. "An Ethical Perspective on Necro-Advertising: The Moderating Effect of Brand Equity," Journal of Business Ethics, Springer, vol. 155(4), pages 1077-1099, April.
    11. Izaskun Agirre Aramburu & Irune Gómez Pescador, 2019. "The Effects of Corporate Social Responsibility on Customer Loyalty: The Mediating Effect of Reputation in Cooperative Banks Versus Commercial Banks in the Basque Country," Journal of Business Ethics, Springer, vol. 154(3), pages 701-719, February.
    12. Tal Shahor, 2018. "Is the Marginal Effect of Education on Income Diminishing?," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 4, May - Aug.
    13. Zhang, Yicong & Guo, Xiaoling, 2023. "“New and old†: Consumer evaluations of co-branding between new brands and Chinese time-honored brands," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    14. Tachia Chin & Francesco Caputo & Yi Shi & Mario Calabrese & Chiraz Aouina‐Mejri & Armando Papa, 2022. "Depicting the role of cross‐cultural legitimacy for responsible innovation in Asian‐Pacific business models: A dialectical systems view of Yin‐Yang harmony," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(6), pages 2083-2093, November.
    15. Min Zhang & Biying Jin & G. Alan Wang & Thong Ngee Goh & Zhen He, 2016. "A Study of Key Success Factors of Service Enterprises in China," Journal of Business Ethics, Springer, vol. 134(1), pages 1-14, March.
    16. Lee, Kuo-Wei & Li, Chia-Ying, 2023. "It is not merely a chat: Transforming chatbot affordances into dual identification and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    17. Mobin Fatma & Imran Khan, 2023. "How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment?," Sustainability, MDPI, vol. 15(7), pages 1-10, March.
    18. Jean-Pierre Thomassen & Marijke C. Leliveld & Kees Ahaus & Steven Walle, 2020. "Prosocial Compensation Following a Service Failure: Fulfilling an Organization’s Ethical and Philanthropic Responsibilities," Journal of Business Ethics, Springer, vol. 162(1), pages 123-147, February.
    19. 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.
    20. João Guerreiro & Paulo Rita & Duarte Trigueiros, 2016. "A Text Mining-Based Review of Cause-Related Marketing Literature," Journal of Business Ethics, Springer, vol. 139(1), pages 111-128, November.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:corsem:v:29:y:2022:i:6:p:2053-2064. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: https://doi.org/10.1002/(ISSN)1535-3966 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.