Sustainable businesses speak to the heart of consumers: Looking at sustainability with a marketing lens to reap banking consumers’ loyalty

Naveed Ahmad, Asif Mahmood, Antonio Ariza-Montes, Heesup Han, Felipe Hernández-Perlines, Luis Araya-Castillo, Miklas Scholz

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

Achieving consumer loyalty will remain a prime objective of every business in the current volatile, uncertain, complex and ambiguous environment (VUCA), which demands some out-of-thebox thinking on the part of policymakers to sustain the competitive advantage. Sustainability has been emerging as a “new normal” for all industries of the present era, which forces all sectors to incorporate it into their business operations. There have been studies on the relationship between sustainability and consumer loyalty, but these studies are inconclusive, further establishing the importance of more research in this area. In this frame of reference, the present research objective is to test the dimensional impact of corporate social responsibility (CSR) activities (economic, environmental, social) on banking consumers’ loyalty in the context of Pakistan. The data were collected from different bank account holders, which were then analyzed through the structural equation modeling (SEM) technique in AMOS. The results revealed that all three dimensions of CSR positively relate to consumer loyalty. The banking industry policymakers can benefit from the findings of the present study to understand sustainability from the lens of marketing to drive a higher level of consumer loyalty.

Original languageEnglish
Article number3828
JournalSustainability (Switzerland)
Volume13
Issue number7
DOIs
Publication statusPublished - 1 Apr 2021

Keywords

  • Bank
  • Brand loyalty
  • Consumer loyalty
  • Corporate social responsibility
  • Sustainability

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Environmental Science (miscellaneous)
  • Energy Engineering and Power Technology
  • Management, Monitoring, Policy and Law

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