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Corporate Social Responsibility in Cultivating Customer Loyalty: Intuitions from the Banking Industry

Year: 2025

Type: article

Abstract: The purpose of the study is to analyze the impact of CSR on enhancing customer loyalty for banking institutions. The design of the research adopted for the study was descriptive and causal. For data collection, structured questionnaires were designed and administered via survey. The respondents targeted for the study were social media users, from which a sample size of 103 was collected through convenience sampling. The data were then analyzed in detail by means of reliability analysis, descriptive statistics, correlation analysis, and regression analysis. Results showed that CSR initiatives, customer-centric approach, and economic benefits significantly influence customer loyalty.

Source: NPRC Journal of Multidisciplinary Research.

DOI: 10.3126/nprcjmr.v2i2.76194

Authors: Sajeeb Kumar Shrestha, Amrit Kumar Paudel, Dipak Mahat, Tej Bahadur Karki, Dasarath Neupane

Institution: Tribhuvan University

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4408034837

FWCI: 2.625

Cites:

Cited by: 2

Related to: 10