Impact of corporate social responsibility initiatives on Taiwanese banking customers

McDonald, Lynette M. and Hung Lai, Chia (2011) Impact of corporate social responsibility initiatives on Taiwanese banking customers. International Journal of Bank Marketing, 29 1: 50-63. doi:10.1108/02652321111101374

Author McDonald, Lynette M.
Hung Lai, Chia
Title Impact of corporate social responsibility initiatives on Taiwanese banking customers
Journal name International Journal of Bank Marketing   Check publisher's open access policy
ISSN 0265-2323
Publication date 2011-01
Sub-type Article (original research)
DOI 10.1108/02652321111101374
Volume 29
Issue 1
Start page 50
End page 63
Total pages 14
Editor Jillian Farquhar
Place of publication Bingley, W. Yorks, U.K.
Publisher Emerald Group Publishing
Collection year 2012
Language eng
Formatted abstract
Purpose – Scant research has investigated retail banking customers' reactions to different corporate social responsibility (CSR) initiatives. This study seeks to investigate whether Taiwanese retail banking customers prefer corporate social responsibility (CSR) initiatives that favour themselves or other stakeholder groups (community, environment), and whether these initiatives impact customer attitude and behavioural intentions.

Design/methodology/approach – Using an experimental survey design and a snowball sampling technique, 130 Taiwanese banking customers answered questionnaires examining attitude and behaviour in response to three different CSR initiatives.

Findings – Customer-centric initiatives more powerfully impacted banking customers' attitude to the bank and behavioural intentions than environmental or philanthropic initiatives. However, the results were significant only for the difference between customer-centric and environmental initiatives.

Originality/value – This is the first research examining banking customers' attitude and behaviour in response to different CSR initiatives in a Taiwanese setting. It has implications for banks developing CSR strategies.
© Emerald Group Publishing Limited
Keyword Corporate social responsibility
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
School of Communication and Arts Publications
Version Filter Type
Citation counts: Scopus Citation Count Cited 21 times in Scopus Article | Citations
Google Scholar Search Google Scholar
Created: Wed, 16 Mar 2011, 13:06:39 EST by Dr Lyn Mcdonald on behalf of School of Journalism and Communication