Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/334197 
Year of Publication: 
2021
Citation: 
[Journal:] Business, Management and Economics Engineering (BMEE) [ISSN:] 2669-249X [Volume:] 19 [Issue:] 1 [Year:] 2021 [Pages:] 49-69
Publisher: 
Vilnius Gediminas Technical University, Vilnius
Abstract: 
Purpose - This study aims at investigating the effect of corporate social responsibility perceptions of local people living in Diyarbakir on bank loyalty in terms of banking services and the mediator roles of trust and satisfaction in this effect. Research methodology - Cronbach’s Alpha coefficients, reliability, convergent and discriminant validity and multicollinearity were examined before testing the hypotheses of the research. The validity of the measurement model for the variables that are included in the model was examined by the confirmatory factor analysis. Partial least squares path modelling was used to analyze the research model and hypotheses, and multiple mediation analysis was used to test the mediation effects. The collected data were analyzed by the software SPSS 22.0 and SmartPLS 3.3.0. Findings - The research results exposed that the corporate social responsibility perceptions of bank customers have significant and positive effects on bank loyalty. Furthermore, satisfaction has had partial mediation effects on the relationship between CSR perception and loyalty. Research limitations - The population covers individuals with regular wage or salary who live in Diyarbakir. The survey was conducted between October 1 and December 1, 2019, with convenience sampling technique and 400 questionnaires were collected. Practical implications - When conducting CSR activities, businesses should emphasize that trust and satisfaction have an essential effect as well as loyalty. Originality/Value - This study investigated the simultaneous multiple mediator effects of trust and satisfaction in the relationship between CSR and loyalty.
Subjects: 
corporate social responsibility
customer trust
customer satisfaction
customer loyalty
multiple mediation
JEL: 
M10
M14
M31
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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