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Corporate social responsibility as a moderator of loyalty antecedents in the Brazilian banking context

Fernando de Oliveira Santini (Business School, UNISINOS University, Porto Alegre, Brazil) (School of Business, Woxsen University, Hyderabad, India)
Daniel Barrionuevo Lugo (Business School, UNISINOS University, Porto Alegre, Brazil)
Wagner Junior Ladeira (Business School, UNISINOS University, Porto Alegre, Brazil) (School of Business, Woxsen University, Hyderabad, India)
Shakeb Akhtar (School of Business, Woxsen University, Hyderabad, India)
Luciana da Silva Rocha (Business School, UNISINOS University, Porto Alegre, Brazil)
Michele Kremer Sott (Business School, UNISINOS University, Porto Alegre, Brazil)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 October 2024

Issue publication date: 20 November 2024

120

Abstract

Purpose

This study aims to analyze how corporate social responsibility (CSR) moderates the direct effects of satisfaction, service quality and trust on consumer bank loyalty.

Design/methodology/approach

A survey was conducted with 258 consumers who had held a bank account for at least six months to test the proposed model and achieve the research objectives. It was hypothesized that satisfaction, service quality and trust would positively influence bank loyalty. Additionally, it was expected that CSR would positively moderate the relationships between these constructs and bank loyalty.

Findings

The study confirmed the positive relationships among the direct effects of satisfaction, service quality and trust on bank loyalty. However, unexpected results were found in the moderation analysis. The moderating effects of CSR on the relationships between service quality and trust in customer loyalty contradicted expectations. These results suggest that banks should cautiously approach CSR activities, especially in Brazil. Consumers' perceptions are influenced by whether they perceive CSR initiatives as altruistic. Conversely, banks risk losing credibility if consumers perceive CSR as self-serving rather than beneficial to the public. The study underscores the importance of aligning CSR practices with genuine public benefit to enhance consumer trust and loyalty, urging companies to rethink their approach to CSR implementation.

Originality/value

This investigation benefits researchers, customers and banking executives. The findings may assist banks in (re)building their CSR reputation. This research evaluates banks in a developing economy and can serve as a precursor to future research, helping to develop CSR guidelines for banks.

Keywords

Citation

de Oliveira Santini, F., Lugo, D.B., Junior Ladeira, W., Akhtar, S., Rocha, L.d.S. and Sott, M.K. (2024), "Corporate social responsibility as a moderator of loyalty antecedents in the Brazilian banking context", International Journal of Bank Marketing, Vol. 42 No. 7, pp. 2075-2098. https://doi.org/10.1108/IJBM-12-2023-0667

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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