African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4094

Full Length Research Paper

Impact of corporate social responsibility on customer satisfaction in banking service

N.Senthikumar1*, A. Ananth2 and A. Arulraj3
  1Department of Management Studies, Anna University, Chennai-600025, India. 2Department of Management Studies, Sri Jayaram Engineering College, Cuddalore, India. 3Department of Economics, Rajah Serfoji Government College of Arts and Science, Thanjavur, India.
Email: [email protected], [email protected]

  •  Accepted: 31 January 2011
  •  Published: 04 April 2011

Abstract

 

The past three decades have witnessed the emergence of Corporate Social Responsibility (CSR) as a field of study and a framework for the role of business corporations and financial institutions in society. After the Tsunami in 2004 people were need financial assistance to recover from the loss of tsunami and revamping their life. Only source they perceive is availing loans from banking sector and other guidance. The topic of Impact of Corporate social responsibility on Customer Satisfaction in banking service is of relevance especially for those suffered from Tsunami.  This study aims to explore the perception of the customer on CSR in banking service. The data were analyzed by modeling it using Structural Equation Modelling (SEM) using AMOS 18 and found that customer satisfaction is the mediating factor for banking service quality and the CSR is the most influential factor for the customer satisfaction.

 

Key words: Corporate social responsibility, customer satisfaction, Tsunami, India.