IDEAS home Printed from https://ideas.repec.org/a/asi/ajoerj/v10y2020i2p40-52id4305.html
   My bibliography  Save this article

Influence of Corporate Social Responsibility Actions on Customer Loyalty towards Nigerian Retail Banks within North Eastern Nigeria

Author

Listed:
  • Maigana Amsami
  • Siddiq Balal Ibrahim
  • Abd Elsalam A Hamid

Abstract

The present study aims to test the relations between CSR and customer loyalty towards the retail banks in north eastern Nigeria. Cross sectional survey was conducted in 2019. Sample of 430 individual customers of the Nigerian retail banks within Bauchi, Maiduguri, Gombe, Jalingo, Yola, and Damaturu metropolitan towns in north eastern Nigeria participated in the survey as respondents. Hypotheses were tested using Path analysis, a component of structural equation modeling. Findings showed that CSR elements (legal, ethical, and philanthropic) positively influenced customer loyalty towards the Nigerian retail banks. The study concludes that involvement in CSR initiatives is essential actions that result in customer loyalty. It is thus recommended that CSR initiatives be practised by the Nigerian retail banks as a business strategy for creating competitive advantage and attracting lasting customer loyalty among customers.

Suggested Citation

  • Maigana Amsami & Siddiq Balal Ibrahim & Abd Elsalam A Hamid, 2020. "Influence of Corporate Social Responsibility Actions on Customer Loyalty towards Nigerian Retail Banks within North Eastern Nigeria," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 10(2), pages 40-52.
    • Handle: RePEc:asi:ajoerj:v:10:y:2020:i:2:p:40-52:id:4305
    as

    Download full text from publisher

    File URL: https://archive.aessweb.com/index.php/5004/article/view/4305/6670
    Download Restriction: no
    ---><---

    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:asi:ajoerj:v:10:y:2020:i:2:p:40-52:id:4305. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Robert Allen (email available below). General contact details of provider: https://archive.aessweb.com/index.php/5004/ .

    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.