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The role of CSR practices in generating consumer perceived value: empirical evidence from Moroccan banking sector

Zakaria Abbass (Department of Management, Institut Supérieur d’Ingénierie et des Affaires, Fez, Morocco)
Omar Benjelloun Andaloussi (Euromed Business School, Euro-Mediterranean University of Fez, Fez, Morocco)
Fatimazahra Rais (Department of Management, Institut Supérieur d’Ingénierie et des Affaires, Fez, Morocco)

Social Responsibility Journal

ISSN: 1747-1117

Article publication date: 28 March 2023

Issue publication date: 1 November 2023

224

Abstract

Purpose

Corporate social responsibility (CSR) has a positive impact on consumer behavior; however, how CSR affects consumer perceived value (CPV) has been neglected. The purpose of this paper is to examine the effect of CSR on CPV. More specifically, this paper investigates how the dimensions of CSR can generate the three types of CPV.

Design/methodology/approach

This research is confirmatory and therefore quantitative. Thus, the choice fell on the questionnaire survey of 108 customers of conventional banks in Morocco. The partial least square method was chosen for the data analysis.

Findings

The results show that the link between CSR and customer perceived value can vary according to the CSR dimension. This study finds that the economic dimension is the only one to contribute the three types of CPV (functional value, emotional value and social value). The environmental dimension affects only the functional value. The social dimension does not generate any value.

Research limitations/implications

CSR is not the only variable that generates CPV. The consideration of other constructs seems to be considered. Restricting this study to a single category of banking customers and to a single sector is another limitation. Future research might replicate this study on a sample of clients from participatory banks as well as from other sectors.

Practical implications

The results can help Moroccan banks identify the dimensions of CSR that can meaningfully generate CPV. This will help them to increase customer loyalty, develop a competitive advantage and improve their performance by prioritizing CSR initiatives capable of creating value for consumers.

Originality/value

No previous research in Morocco, to the best of the author’s knowledge, has explored the effect of CSR on CPV. This paper therefore provides the first empirical evidence in North Africa on the link between CSR and CPV in Morocco. This study also extends previous studies by considering CSR as a multidimensional construct covering three dimensions (social, environmental and economic).

Keywords

Citation

Abbass, Z., Benjelloun Andaloussi, O. and Rais, F. (2023), "The role of CSR practices in generating consumer perceived value: empirical evidence from Moroccan banking sector", Social Responsibility Journal, Vol. 19 No. 10, pp. 1809-1829. https://doi.org/10.1108/SRJ-07-2022-0298

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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