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Investigating customer uncertainty and satisfaction in the banking industry: the role of organisational silence towards the customer, organisational hypocrisy and corporate social irresponsibility

Author

Listed:
  • Omid SolatiNik
  • Reza Salehzadeh
  • Seyed Mehdi Mirmehdi

Abstract

The purpose of this paper is to investigate the effect of organisational silence towards customer, organisational hypocrisy and corporate social irresponsibility on customer uncertainty and satisfaction. A cross-sectional research design, drawing upon a questionnaire survey was employed to collect data from a sample of bank customers in Iran. Structural equation modelling was performed to test the relationship among the research variables using findings from the 1,095 participants. The results revealed that organisational silence towards customers, organisational hypocrisy and corporate social irresponsibility positively influenced customer uncertainty and satisfaction. In addition, customer uncertainty was a direct antecedent of customer satisfaction. This study contributes to the literature of customer satisfaction in the banking industry by being the first to investigate the simultaneous impact of organisational silence, organisational hypocrisy, corporate social irresponsibility and customer uncertainty on customer satisfaction.

Suggested Citation

  • Omid SolatiNik & Reza Salehzadeh & Seyed Mehdi Mirmehdi, 2023. "Investigating customer uncertainty and satisfaction in the banking industry: the role of organisational silence towards the customer, organisational hypocrisy and corporate social irresponsibility," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 32(1), pages 25-46.
    • Handle: RePEc:ids:ijbire:v:32:y:2023:i:1:p:25-46
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