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Serving the poor: captive market CSR and repurchase intention

Saju Jose (College of Business Administration, Abu Dhabi University, Abu Dhabi, United Arab Emirates)
Nilesh Khare (Department of Management and Human Resources, The Ohio State University, Columbus, Ohio, United States)
F. Robert Buchanan (Eberly College of Business and Information Technology, Indiana University of Pennsylvania, Indiana, Pennsylvania, United States)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 18 May 2015

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Abstract

Purpose

The purpose of this paper is to examine whether corporate social responsibility (CSR) activities of the firm affect poor captive consumers’ repurchase intentions, and whether or not CSR activities may moderate established relationships that drive repurchase intentions.

Design/methodology/approach

A survey was administered to 201 poor microfinance borrowers at the bottom of the pyramid in India in a cross-sectional field study format. Multivariate regression is used to examine relationships between CSR and repurchase intention.

Findings

All else being the same, CSR activities aimed at the borrowers’ communities affects repurchase intentions positively even among poor captive borrowers. Further, positive perceptions of CSR to some extent mitigate the negative impact of the dissatisfaction on repurchase intentions. Unmarried borrowers, mostly female, were more moved by CSR impressions compared to their married counterparts.

Research limitations/implications

Future research could identify other aspects of demographic differences in borrowers, and capture more about attitudes toward CSR and motivations for borrowing. Longitudinal study can establish causality that cannot be inferred from this cross-sectional field study. More diverse locations and organizations would offer wider generalizability. It will be interesting to examine if poor and captive customers would care about CSR activities even when such activities are targeted at recipients unrelated to them or their communities.

Originality/value

The dynamics of CSR in poor captive consumer communities are somewhat novel. Microfinance context makes it even more so as the borrower is both a client and a recipient of CSR simultaneously. Results suggest that like well-off consumers, poor and captive customers also care about dissatisfaction and CSR.

Keywords

Citation

Jose, S., Khare, N. and Buchanan, F.R. (2015), "Serving the poor: captive market CSR and repurchase intention", International Journal of Bank Marketing, Vol. 33 No. 3, pp. 316-329. https://doi.org/10.1108/IJBM-07-2014-0102

Publisher

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Emerald Group Publishing Limited

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