The impact of perceived CSR initiatives on customer loyalty: a study based on the banking sector of Bangladesh.
- 주제(키워드) The impact of perceived CSR initiatives on customer loyalty: a study based on the banking sector of Bangladesh.
- 발행기관 아주대학교
- 지도교수 Felver Troy Benjamin
- 발행년도 2020
- 학위수여년월 2020. 2
- 학위명 석사
- 학과 국제대학원 국제경영학과
- 실제URI http://www.dcollection.net/handler/ajou/000000029679
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
In recent years corporate social responsibility has put significant interest on consumer behavior, especially in the banking industry. To focus on the growing importance of CSR in the financial institutions, banks should particularly examine the effects of CSR initiatives on customer loyalty. Bangladesh is a developing country with remarkable economic improvement in the banking sector. But CSR practices are not yet established. The central bank of Bangladesh is trying to influence the banking sectors for CSR involvement. Moreover, the central bank is offering tax exemptions for CSR expenditure for the private commercial banks of Bangladesh. Overall, CSR involvement is very low in the banking sector, but it is gradually growing because of the country’s economic growth. The banking industry is trying to get first-mover advantages by participating in CSR activities. Meanwhile, some private commercial banks are trying to reach a global standard by taking CSR initiatives. Therefore, this study aims to look into the effects of CSR dimensions (customer-centric, environmental, ethical, and philanthropic) on customer loyalty. We analyzed 137 usable questionnaire data and tested the research hypotheses. At first, descriptive statistics were directed using SPSS 23, and then multiple regression analysis was used to prove the research hypotheses. The study disclosed the significant impact between CSR initiatives and customer loyalty. It also discovered that customer-centric CSR activities by the bank have the most significant effect on customer loyalty; others are moderate in the context of the banking sector of Bangladesh. Banks are service-oriented organizations, which is why customers focus on customer-centric CSR. We found environmental CSR is the least focused division in the banking industry of Bangladesh. These findings can help this industry develop customer loyalty towards banks and appropriate CSR expenditure in their budgets. Keywords: CSR, CSR dimensions, customer loyalty, the banking industry of Bangladesh.
more목차
CHAPTER 1: INTRODUCTION 1
1.1 Introduction 1
1.2 The Object of the study 2
CHAPTER 2: LITERATURE REVIEW AND THEORETICAL BACKGROUND 3
2.1 CSR in Detail 3
2.2 Worldwide CSR guidelines 4
2.3 CSR practices in Bangladesh 5
2.4 CSR in the banking sector 7
2.5 CSR policies in the Bangladesh banking sector 8
2.6 Incentives offered to encourage CSR 10
2.7 CSR expenditure guideline by Central Bank 11
2.8 Bank in Bangladesh responding to CSR 12
2.9 Practical areas of CSR expenditure in Bangladesh 12
CHAPTER 3: CONCEPTUAL MODEL AND RESEARCH HYPOTHESIS 14
3.1 Actual vs. Perceived CSR 14
3.2 perceived CSR and Customer Loyalty 14
3.3 Conceptual Model 15
CHAPTER 4: RESEARCH METHODOLOGY 19
4.1 Instrument development 19
4.2 Data Sample and Collection 20
4.3 Measure: Independent & Dependent variables 20
CHAPTER5: ANALYSIS AND RESULTS 21
5.1 Data analysis 21
5.2 Descriptive Analysis 21
5.3 Hypotheses tests 23
5.4 Summary of Hypothesis tests 25
5.5 Discussion 25
CHAPTER 6: CONCLUSION& RECOMMENDATIONS 28
6.1 Conclusion 28
6.2 Research Contributions 29
6.3 Limitations and Future Research 30
