AFRICAN JOURNAL OF BUSINESS MANAGEMENT · 2011 · 33 citations · 34 references
Customer SatisfactionBanking ServiceService QualityBanking SectorService ResearchManagementBusinessCorporate Social ResponsibilityMarketing StrategyCorporate GovernanceCustomer Relationship ManagementCorporate Social PerformanceMarketingStructural Equation ModelingCustomer ServiceSocial ResponsibilityCustomer Loyalty
The past three decades have witnessed the emergence of Corporate Social Responsibility (CSR) as a field of study and a framework for the role of business corporations and financial institutions in society. After the Tsunami in 2004 people were need financial assistance to recover from the loss of tsunami and revamping their life. Only source they perceive is availing loans from banking sector and other guidance. The topic of Impact of Corporate social responsibility on Customer Satisfaction in banking service is of relevance especially for those suffered from Tsunami. This study aims to explore the perception of the customer on CSR in banking service. The data were analyzed by modeling it using Structural Equation Modelling (SEM) using AMOS 18 and found that customer satisfaction is the mediating factor for banking service quality and the CSR is the most influential factor for the customer satisfaction. Key words: Corporate social responsibility, customer satisfaction, Tsunami, India.
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