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Analyzing the corporate social responsibility perception from customer relationship quality perspective. An application to the retail banking sector

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  • Janine Hobeika
  • Insaf Khelladi
  • Mehmet A. Orhan

Abstract

Management scholars are increasingly stressing the importance of corporate social responsibility (CSR) and its growing role in today's business world. Building on stakeholder theory and relationship marketing theoretical framework, this study focuses on the link between customers and CSR and the role of frontline employees in building customer relationship quality, critical for CSR initiatives. This article investigates the effects of expected relational benefits and professional stereotypes on customers' perceptions of companies' CSR activities. This research unveils the cognitive processes influencing customers' perceptions of CSR initiatives the moment they open the companies' doors. A survey was conducted among customers in the banking sector that is experiencing an increasing deployment of CSR programs. We found that frontline employees, as drivers of relational benefits, actively participate in how customers perceive their banks' CSR initiatives. However, how customers perceive their banks through bankers' professional stereotypes partially influences their perceptions of CSR initiatives.

Suggested Citation

  • Janine Hobeika & Insaf Khelladi & Mehmet A. Orhan, 2022. "Analyzing the corporate social responsibility perception from customer relationship quality perspective. An application to the retail banking sector," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(6), pages 2053-2064, November.
    • Handle: RePEc:wly:corsem:v:29:y:2022:i:6:p:2053-2064
    DOI: 10.1002/csr.2301
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    References listed on IDEAS

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    Cited by:

    1. Byung‐Jik Kim & Youngkyun Chang & Tae‐Hyun Kim, 2023. "Translating corporate social responsibility into financial performance: Exploring roles of work engagement and strategic coherence," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(5), pages 2555-2573, September.
    2. Naveed Ahmad & Aqeel Ahmad & Irfan Siddique, 2024. "Beyond self‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 2439-2453, May.
    3. Herrador-Alcaide, Teresa & Topa, Gabriela & Fernández-Muñoz, Juan José, 2024. "CSR of stock markets companies and customers purchase intentions: An empirical analysis in Spain," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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