Why the banking sector should take CSR seriously? : CSR effect on trust and marketing performance indicators

• Autor(a) principal: Ahmed, Youssef Ben
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/29731
• topic: Corporate social responsibility; CSR; Trust; Banking sector; Mediation; Responsabilidade social corporativa; RSC; Confiança; Setor bancário; Mediação; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

While considered as the pillar of our modern capitalistic societies (Decker & Sale, 2009), the banking sector is going through a rough period since the 2008 economic crisis. The decline of public trust in the financial services negatively impacted many of the banks marketing performance indicators (Hurley et al., 2014; Järvinen, 2014. In order to tackle this problem and better engage in their social role as motor of all economic activities, banks are turning towards CSR as a potential solution. The quantitative research will study the impact of banks' customer perception of CSR initiatives on Brand Affinity, Customer Satisfaction and likelihood to change providers as well as the mediation effect of Trust on this impact. A survey was used to collect data and the sample was chosen using simple random sampling. To study the impact of the perception of CSR initiatives on the different outcome variables, a Pearson correlation analysis was undertaken. The mediation effects were interpreted using a Path Analysis and the statistical significance of standardised paths. The results of the research showed that the perception of CSR activities positively impacts our outcome variables. Also, Trust is mediating the impact of the perception of Customer Oriented CSR, but not the perception of Community Oriented CSR (Philanthropy). The research helps close some knowledge gaps in CSR (Aguinis & Glavas, 2012) like the impact of CSR on the individual level, as well as the processes underlying the impact of the perception of CSR initiatives.