Serial Mediated Effects of Organizational Trust and Job Satisfaction as Moderating Factors in Influencing Corporate Social Responsibility towards Customer Orientation of Staff of Commercial Bank (Head Office)

บทคัดย่อ

This research aimed (1) to study the level of corporate social responsibility, organizational trust, job satisfaction, and customer orientation of staff of a commercial bank, and (2) to study serial mediated effects of organizational trust and job satisfaction as moderating factors in influencing corporate social responsibility towards customer orientation of staff of the commercial bank. This quantitative exploratory study consisted of 190 staff of one commercial bank from its head office as samples and used a questionnaire as a research tool. The statistical data were percentage, mean, and standard deviation. The data analysis was based on the Structural Equation Model (SEM). This research found that (1) the corporate social responsibility, organizational trust, job satisfaction, and customer orientation were at a high level; and (2) the organizational trust and job satisfaction were serial mediated effects as moderating factors in influencing corporate social responsibility towards customer orientation. The findings of this study can be used as a guideline for planning and designing strategies for commercial banks in order to increase corporate social responsibility, organizational trust, and job satisfaction which would contribute to customer orientation of staff.