The Influence of Corporate Social Responsibility (CSR) and Service Quality on Customer Loyalty Outcomes: The Private Banking Case in Myanmar THE PRIVATE BANKING CASE IN MYANMAR
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Published:
Dec 24, 2019
Keywords:
Corporate Social Responsibility Service Quality Customer Loyalty Customer Loyalty Outcomes
Main Article Content
Abstract
This study aims to investigate the impacts of corporate social responsibility (CSR) and service quality on customer loyalty outcomes of private bank users in Myanmar. Specifically, this study emphasizes four CSR dimensions, five dimensions of service quality, and five customer loyalty outcomes. The quantitative research approach was used to investigate 459 valid responses collected via a questionnaire survey from the users of a private bank in Mandalay, Myanmar. The Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to analyze the data. This study found that CSR to Social and Non-social Stakeholder positively influence on Identification and Exclusive Consideration dimensions of customer loyalty outcomes. In addition, this study also found that CSR to Customers positively influence on Exclusive Consideration, Advocacy, Strength of Preference, and Share of Wallet dimensions of customer loyalty outcomes. However, service quality dimensions did not find to have significant effect on any dimensions of customer loyalty outcomes. The findings could contribute to the service loyalty context in the aspect of stakeholder CSR and service quality, including loyalty outcomes. Moreover, the findings could be applied to the development of CSR and service quality strategies to make customers remain with the company and sustain customer loyalty.
Article Details
Section
Research Article
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Eshghi, A., Roy, S. K., & Ganguli, S. (2008). Service Quality and Customer Satisfaction: An Empirical Investigation in Indian Mobile Telecommunication Services. The Marketing Management Journal, 18(2), 119-144. Retrieved from https://www.mmaglobal.org/publications/mmj/current-past-issues/
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Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers. ournal of Marketing, 64(3), 65-87. doi:10.1509/jmkg.64.3.65.18028
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Harlow, Essex: Pearson.
Hashem, N. D., & Ali, N. D. (2019). The impact of service quality on customer loyalty: A study of dental clinics in Jordan. International Journal of Medical and Health Research, 5(1), 65-68. Retrieved from https://www.medicalsciencejournal.com/archives/2019/vol5/issue1
Hasim, M. A., Mahmud, N. K., Shamsudin, M. F., Hussain, H. I., & Salem, M. A. (2015). Loyalty Program & Customer Loyalty in Banking Industry. Global Journal of Interdispilinary Social Science, 4(5), 16-21. Retrieved from https://www.longdom.org/archive/gjiss-volume-4-issue-5-year- 2015.html
Hauser, J. R., & Wernerfelt, B. (1989). The Competitive Implications of Relevant-Set/Response Analysis. Journal
of Marketing Research, 26(4), 391-405. doi:10. 2307/3172760
Henderson, D. (2001). Misguided Virtue: False Notions of Corporate Social Responsibility. London: The Institute of Economic Affairs.
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