TY - JOUR
T1 - Sustainable businesses speak to the heart of consumers
T2 - Looking at sustainability with a marketing lens to reap banking consumers’ loyalty
AU - Ahmad, Naveed
AU - Mahmood, Asif
AU - Ariza-Montes, Antonio
AU - Han, Heesup
AU - Hernández-Perlines, Felipe
AU - Araya-Castillo, Luis
AU - Scholz, Miklas
N1 - Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland.
PY - 2021/4/1
Y1 - 2021/4/1
N2 - 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.
AB - 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.
KW - Bank
KW - Brand loyalty
KW - Consumer loyalty
KW - Corporate social responsibility
KW - Sustainability
UR - http://www.scopus.com/inward/record.url?scp=85104016897&partnerID=8YFLogxK
U2 - 10.3390/su13073828
DO - 10.3390/su13073828
M3 - Article
AN - SCOPUS:85104016897
SN - 2071-1050
VL - 13
JO - Sustainability (Switzerland)
JF - Sustainability (Switzerland)
IS - 7
M1 - 3828
ER -