Title Sustainable businesses speak to the heart of consumers: Looking at sustainability with a marketing lens to reap banking consumers’ loyalty
Authors Ahmad N. , Mahmood A. , ARIZA MONTES, JOSÉ ANTONIO, Han H. , Hernández-Perlines F. , Araya-Castillo L. , Scholz M.
External publication No
Means Sustainability
Scope Article
Nature Científica
JCR Quartile 2
SJR Quartile 2
Area International
Web https://www.scopus.com/inward/record.uri?eid=2-s2.0-85104016897&doi=10.3390%2fsu13073828&partnerID=40&md5=47ce2ef45e747c2273705b7848ac86cf
Publication date 01/01/2021
ISI 000638932700001
Scopus Id 2-s2.0-85104016897
DOI 10.3390/su13073828
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. © 2021 by the authors. Licensee MDPI, Basel, Switzerland.
Keywords banking; corporate social responsibility; marketing; policy making; sustainability; Pakistan
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