How Corporate Social Responsibility (CSR) in Banking Industry Affecting to Customer Loyalty

Abstract

The purpose of this research was to study how corporate social responsibility (CSR) in banking industry affect to customer loyalty. The samples used in the study were collected from 385 respondents through the offline questionnaires. The statistics used in the data analysis were descriptive statistics which are percentage, mean, standard deviation and the inferential statistics used to test the hypothesis are multiple regression analysis. According to the results, it was found that the most of respondents were female between the ages of 24 and 31 years old with bachelor degree. Moreover, the most of respondents were the private company employee with the income of under 15,000 Baht. The majority of respondents used the service of Kasikorn Bank PCL., having accounts and debit cards with being banking customers for 3 years. The frequency of using banking service at branch and using online banking service were 1-5 times per week. In addition, the majority of respondents chose banking service because they thought the bank had the brand trust and the good image and they knew the banks from seeing the branches. The results of the hypothesis test showed that the most component which affects to customer loyalty in banking industry is economic responsibility then environmental responsibility, corporate governance, and philanthropic initiatives severally. However, ethical business practices did not affect to customer loyalty in banking industry.