Sustainable Development and Customer Satisfaction and Loyalty in North Cyprus: The Mediating Effect of Customer Identification
Year: 2022
Type: article
Study design: Observational Study
Abstract: This study analyzes the influence of corporate social responsibility (CSR) from a multidimensional sustainable development approach on customer loyalty and satisfaction through the mediation of customer identification. CSR is a key concept for banks to attract, retain, satisfy and increase the loyalty of customers. Structural equation modeling was conducted to test the proposed relationship. The questionnaire was filled out by 389 banking sector customers. The findings suggested that customer identification mediates the relationship between the economic development dimension of CSR and customer satisfaction and loyalty. However, customer identification did not show a mediating effect between social equity and environmental protection dimension of CSR and customer loyalty and satisfaction. The findings are expected to provide insights into the importance of CSR for the banking industry in order to enhance favorable customer attitudes.
Source: Sustainability
DOI: 10.3390/su14095196
Authors: Mustafa Ozkan, Kemal Cek, Serife Z. Eyupoglu
Institutions: Near East University, Cyprus International University
Language: English
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,094
OpenAlex ID: W4224596122