Influence of Corporate Social Responsibility Actions on Customer Loyalty towards Nigerian Retail Banks within North Eastern Nigeria

Maigana Amsami; Siddiq Balal Ibrahim; Abdelsalam Hamid Abakar

doi:10.18488/journal.1007/2020.10.2/1007.2.40.52

Influence of Corporate Social Responsibility Actions on Customer Loyalty towards Nigerian Retail Banks within North Eastern Nigeria

Maigana Amsami^*, Siddiq Balal Ibrahim, Abdelsalam Hamid Abakar

^*Corresponding author for this work

HUMLOG - The Humanitarian Logistics and Supply Chain Research Institute, Helsinki

Research output: Contribution to journal › Article › Scientific › peer-review

Abstract

The present study aims to test the relations between CSR and customer loyalty towards the retail banks in north eastern Nigeria. Cross sectional survey was conducted in 2019. Sample of 430 individual customers of the Nigerian retail banks within Bauchi, Maiduguri, Gombe, Jalingo, Yola, and Damaturu metropolitan towns in north eastern Nigeria participated in the survey as respondents. Hypotheses were tested using Path analysis, a component of structural equation modeling. Findings showed that CSR elements (legal, ethical, and philanthropic) positively influenced customer loyalty towards the Nigerian retail banks. The study concludes that involvement in CSR initiatives is essential actions that result in customer loyalty. It is thus recommended that CSR initiatives be practised by the Nigerian retail banks as a business strategy for creating competitive advantage and attracting lasting customer loyalty among customers.

Original language	English
Peer-reviewed scientific journal	Asian Journal of Empirical Research
Volume	10
Issue number	2
Pages (from-to)	40-52
ISSN	2306-983X
DOIs	https://doi.org/10.18488/journal.1007/2020.10.2/1007.2.40.52
Publication status	Published - 2020
MoE publication type	A1 Journal article - refereed

Keywords

512 Business and Management
CSR
bank
customer
loyalty
North Eastern Nigeria

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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title = "Influence of Corporate Social Responsibility Actions on Customer Loyalty towards Nigerian Retail Banks within North Eastern Nigeria",

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Influence of Corporate Social Responsibility Actions on Customer Loyalty towards Nigerian Retail Banks within North Eastern Nigeria

Abstract

Keywords

UN SDGs

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