Corporate social responsibility and bank customer satisfaction: A research agenda

McDonald, Lynette and Rundle-Thiele, Sharyn (2008) Corporate social responsibility and bank customer satisfaction: A research agenda. The International Journal of Bank Marketing., 26 3: 170-182. doi:10.1108/02652320810864643

Author McDonald, Lynette
Rundle-Thiele, Sharyn
Title Corporate social responsibility and bank customer satisfaction: A research agenda
Journal name The International Journal of Bank Marketing.   Check publisher's open access policy
ISSN 0265-2323
Publication date 2008
Sub-type Article (original research)
DOI 10.1108/02652320810864643
Volume 26
Issue 3
Start page 170
End page 182
Total pages 13
Place of publication Bradford, England
Publisher Emerald Group
Language eng
Subject 1503 Business and Management
Abstract The purpose of this paper is to explore the relationship between corporate social responsibility (CSR) and customer outcomes. Design/methodology/approach - This paper reviews the literature on CSR effects and satisfaction, noting gaps in the literature. Findings - A series of propositions is put forward to guide future research endeavours. Research limitations/implications - By understanding the likely impact on customer satisfaction of CSR initiatives vis-à-vis customer-centric initiatives, the academic research community can assist managers to understand how to best allocate company resources in situations of low customer satisfaction. Such endeavours are managerially relevant and topical. Researchers seeking to test the propositions put forward in this paper would be able to gain links with, and possibly attract funding from, banks to conduct their research. Such endeavours may assist researchers to redefine the stakeholder view by placing customers at the centre of a network of stakeholders. Practical implications - An understanding of how to best allocate company resources to increase the proportion of satisfied customers will allow bank marketers to reduce customer churn and hence increase market share and profits. Originality/value - Researchers have not previously conducted a comparative analysis of the effects of different CSR initiatives on customer satisfaction, nor considered whether more customer-centric initiatives are likely to be more effective in increasing the proportion of satisfied customers.
Keyword Corporate social responsibility
Customer-centric initiatives
Customer satisfaction -banking
Q-Index Code C1
Q-Index Status Provisional Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
School of Communication and Arts Publications
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Created: Wed, 13 Jan 2010, 13:39:55 EST by Ms Therese Nolan-brown on behalf of Faculty of Social & Behavioural Sciences