How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment?

Abstract

The authors of this study aimed to evaluate the links between corporate social responsibility (CSR) activities, trust, identification, and commitment to measure the impact of consumer perceptions of CSR initiatives on these three marketing outcomes (trust, identification, and commitment). A structured questionnaire was administered to 341 bank clients as part of an empirical study to examine the hypotheses. The study’s proposed model was tested in the Indian banking industry and examined the use of the structural equation modeling (SEM) method in the AMOS program. According to the findings, consumers believe that CSR initiatives significantly affect two marketing outcomes (trust and identification). The findings of this study are useful in helping policymakers at various banking institutions comprehend the major impact that CSR initiatives have on influencing consumer behavior. This study provides a greater knowledge of how consumers view CSR and how that impression may affect marketing outcomes.