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Do loyal consumers remain indifferent to alleged bank irresponsibility? Consumer loyalty in the context of moral emotions and boycott intentions

Author

Listed:
  • Grzegorz Wesołowski

    (Katolicki Uniwersytet Lubelski Jana Pawła II, Instytut Dziennikarstwa i Zarządzania)

  • Grzegorz Zasuwa

    (Katolicki Uniwersytet Lubelski Jana Pawła II, Instytut Dziennikarstwa i Zarządzania)

Abstract

Accusations of socially irresponsible practices leading to punitive consumer responses occur in every industry. However, our understanding of this issue in commercial banking is limited. This study, therefore, seeks to address this knowledge gap. Specifically, its main objective is to examine the role of consumer loyalty in shaping the effects of moral emotions evoked by awareness of an alleged corporate social irresponsible (CSI) incident. The results of a representative survey on consumer reactions to the turmoil in the Polish banking industry relating to Swiss franc mortgages showed that feelings of moral anger serve as a mediator between awareness of CSI allegations and intentions to boycott. Customers’ loyalty to the bank appeared to increase the strength of the relationship between awareness of CSI accusations and anger. Compassion towards Swiss franc borrowers was unrelated to alleged CSI, as the public may not feel compassion towards those with CHF mortgages, as not all borrowers have suffered from the appreciation of the Swiss franc.

Suggested Citation

  • Grzegorz Wesołowski & Grzegorz Zasuwa, 2025. "Do loyal consumers remain indifferent to alleged bank irresponsibility? Consumer loyalty in the context of moral emotions and boycott intentions," Bank i Kredyt, Narodowy Bank Polski, vol. 56(4), pages 413-434.
    • Handle: RePEc:nbp:nbpbik:v:56:y:2025:i:4:p:413-434
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    References listed on IDEAS

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    JEL classification:

    • G20 - Financial Economics - - Financial Institutions and Services - - - General
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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