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  • Corporate social responsibility and bank customer satisfaction: A research agenda

    Author(s)
    McDonald, LM
    Rundle-Thiele, S
    Griffith University Author(s)
    McDonald, Lynette M.
    Rundle-Thiele, Sharyn
    Year published
    2008
    Metadata
    Show full item record
    Abstract
    Purpose - The purpose of this paper is to explore the relationship between corporate social responsibility (CSR) and customer outcomes. Design/methodology/approach - This paper reviews the literature on CSR effects and satisfaction, noting gaps in the literature. Findings - A series of propositions is put forward to guide future research endeavours. Research limitations/implications - By understanding the likely impact on customer satisfaction of CSR initiatives vis-a-vis customer-centric initiatives, the academic research community can assist managers to understand how to best allocate company resources in ...
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    Purpose - The purpose of this paper is to explore the relationship between corporate social responsibility (CSR) and customer outcomes. Design/methodology/approach - This paper reviews the literature on CSR effects and satisfaction, noting gaps in the literature. Findings - A series of propositions is put forward to guide future research endeavours. Research limitations/implications - By understanding the likely impact on customer satisfaction of CSR initiatives vis-a-vis customer-centric initiatives, the academic research community can assist managers to understand how to best allocate company resources in situations of low customer satisfaction. Such endeavours are managerially relevant and topical. Researchers seeking to test the propositions put forward in this paper would be able to gain links with, and possibly attract funding from, banks to conduct their research. Such endeavours may assist researchers to redefine the stakeholder view by placing customers at the centre of a network of stakeholders. Practical implications - An understanding of how to best allocate company resources to increase the proportion of satisfied customers will allow bank marketers to reduce customer churn and hence increase market share and profits. Originality/value - Researchers have not previously conducted a comparative analysis of the effects of different CSR initiatives on customer satisfaction, nor considered whether more customer-centric initiatives are likely to be more effective in increasing the proportion of satisfied customers.
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    Journal Title
    International Journal of Bank Marketing
    Volume
    26
    Issue
    3
    Publisher URI
    http://www.emeraldinsight.com/
    DOI
    https://doi.org/10.1108/02652320810864643
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/23101
    Collection
    • Journal articles

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