Corporate Social Responsibility as a driver for Consumer’s Loyalty
The objective of this paper is to find out whether consumer’s perception of Corporate Social Responsibility (CSR) policy of bank will affect the consumer’s loyalty. We tried to see the direct effect of CSR to consumer’s loyalty and the indirect effect to loyalty by using two mediating variables, nam...
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| Format: | Article |
| Language: | English |
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Magister Manajemen Fakultas Ekonomi Universitas Andalas
2023-12-01
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| Series: | Jurnal Manajemen Stratejik dan Simulasi Bisnis |
| Subjects: | |
| Online Access: | http://jmassbi.fekon.unand.ac.id/index.php/mssb/article/view/84 |
| _version_ | 1797333209803915264 |
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| author | Maria Ulpah |
| author_facet | Maria Ulpah |
| author_sort | Maria Ulpah |
| collection | DOAJ |
| description | The objective of this paper is to find out whether consumer’s perception of Corporate Social Responsibility (CSR) policy of bank will affect the consumer’s loyalty. We tried to see the direct effect of CSR to consumer’s loyalty and the indirect effect to loyalty by using two mediating variables, namely satisfaction and trust, We split the CSR aspect into two main aspects, namely Business CSR and Philanthropic CSR. To test the hypotheses, we carried survey for bank customer who has bank account for more than 3 years. The result found that business CSR had a direct effect and indirect effect to consumer’s loyalty. However, the philanthropic CSR did not have affect the consumer’s trust. |
| first_indexed | 2024-03-08T08:00:22Z |
| format | Article |
| id | doaj.art-2a87040d9b4846658808dd060db66572 |
| institution | Directory Open Access Journal |
| issn | 2746-6868 |
| language | English |
| last_indexed | 2024-03-08T08:00:22Z |
| publishDate | 2023-12-01 |
| publisher | Magister Manajemen Fakultas Ekonomi Universitas Andalas |
| record_format | Article |
| series | Jurnal Manajemen Stratejik dan Simulasi Bisnis |
| spelling | doaj.art-2a87040d9b4846658808dd060db665722024-02-02T12:27:23ZengMagister Manajemen Fakultas Ekonomi Universitas AndalasJurnal Manajemen Stratejik dan Simulasi Bisnis2746-68682023-12-014211110.25077/mssb.4.2.1-11.202384Corporate Social Responsibility as a driver for Consumer’s LoyaltyMaria Ulpah0Universitas IndonesiaThe objective of this paper is to find out whether consumer’s perception of Corporate Social Responsibility (CSR) policy of bank will affect the consumer’s loyalty. We tried to see the direct effect of CSR to consumer’s loyalty and the indirect effect to loyalty by using two mediating variables, namely satisfaction and trust, We split the CSR aspect into two main aspects, namely Business CSR and Philanthropic CSR. To test the hypotheses, we carried survey for bank customer who has bank account for more than 3 years. The result found that business CSR had a direct effect and indirect effect to consumer’s loyalty. However, the philanthropic CSR did not have affect the consumer’s trust.http://jmassbi.fekon.unand.ac.id/index.php/mssb/article/view/84csrconsumer loyaltybanking |
| spellingShingle | Maria Ulpah Corporate Social Responsibility as a driver for Consumer’s Loyalty Jurnal Manajemen Stratejik dan Simulasi Bisnis csr consumer loyalty banking |
| title | Corporate Social Responsibility as a driver for Consumer’s Loyalty |
| title_full | Corporate Social Responsibility as a driver for Consumer’s Loyalty |
| title_fullStr | Corporate Social Responsibility as a driver for Consumer’s Loyalty |
| title_full_unstemmed | Corporate Social Responsibility as a driver for Consumer’s Loyalty |
| title_short | Corporate Social Responsibility as a driver for Consumer’s Loyalty |
| title_sort | corporate social responsibility as a driver for consumer s loyalty |
| topic | csr consumer loyalty banking |
| url | http://jmassbi.fekon.unand.ac.id/index.php/mssb/article/view/84 |
| work_keys_str_mv | AT mariaulpah corporatesocialresponsibilityasadriverforconsumersloyalty |