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The CSR's influence on customer responses in Indian banking sector

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  • Fatma, Mobin
  • Rahman, Zillur

Abstract

In the face of growing attention to corporate social responsibility (CSR) activities in the marketplace, this paper seeks to demonstrate how corporate social responsibility (CSR) initiatives influence customer purchase intention in context of Indian retail banking. Further, the impact of awareness as a moderating variable between CSR and purchase intention has been examined. The conclusion drawn from this study have important implications for Indian banks as they suggest that building a socially responsible image might have a favorable effect on consumer purchase intention. Findings suggest that corporate ability has a strong effect on customer purchase intention while CSR activities were found to exert influence on customer purchase intention in cases where the customer was aware of such activities being conducted. This paper contributes to existing CSR literature by offering a deeper understanding into CSR dynamics and its effect on consumer purchase intention. Further, the study tests the level of consumer awareness of CSR activities in a real market situation (not artificial or simulated) which has not been done in previous studies.

Suggested Citation

  • Fatma, Mobin & Rahman, Zillur, 2016. "The CSR's influence on customer responses in Indian banking sector," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 49-57.
    • Handle: RePEc:eee:joreco:v:29:y:2016:i:c:p:49-57
    DOI: 10.1016/j.jretconser.2015.11.008
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    8. Asiya Chaudhary & Shabir Ahmad Hurrah & Shafat Maqbool, 2020. "The Influence of Corporate Social Responsiblity on Actual Buying Behaviour: A Study of Indian Consumers," Metamorphosis: A Journal of Management Research, , vol. 19(1), pages 21-28, June.
    9. 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.
    10. George, Ann K. & Kayal, Parthajit & Maiti, Moinak, 2023. "Nexus of Corporate Social Responsibility Expenditure (CSR) and financial performance: Indian banks," The Quarterly Review of Economics and Finance, Elsevier, vol. 90(C), pages 190-200.
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