Effect of Corporate Social Responsibility on Customer Loyalty in the Retail Banking of Nigeria: Gender as a moderator

Maigana Amsami¹

1. Department of Business Administration, Faculty of Social and Management Sciences, Yobe State University, P.MB.1144, Damaturu- Nigeria.

Section:Research Paper, Product Type: Journal-Paper
Vol.8 , Issue.1 , pp.9-17, Mar-2020

Online published on Mar 30, 2020

Copyright © Maigana Amsami . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
The purpose of this study was to investigate the effect of corporate social responsibility initiatives on customers’ loyalty toward the Nigerian retail banks. A sample of 430 individual customers of the Nigerian retail banks in some selected towns in north eastern Nigeria participated in the survey as respondents. Hypotheses were tested using hierarchical multiple regressions. The findings showed that the economic, ethical, and philanthropic initiatives had a positive effect on customer loyalty while the legal initiatives did not show positive effect. Also, the findings revealed that gender did not exhibit a moderating role on the effects. The study concludes that implementing corporate social responsibility initiatives are significant undertakings which lead to customer loyalty. It is therefore suggested that corporate social responsibility activities be implemented in the retail banks in Nigeria as a strategy for achieving long-lasting customer. Furthermore, it is suggested that the managers of Nigerian retail banks should ignore gender as a basis for segmentation. Instead, managers should explore other alternatives of segmentation.

Key-Words / Index Term :
Bank, Corporate Social Responsibility, Customer Loyalty, Gender, Northeast Nigeria

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