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Journal of Business Ethics

, Volume 154, Issue 3, pp 701–719 | Cite as

The Effects of Corporate Social Responsibility on Customer Loyalty: The Mediating Effect of Reputation in Cooperative Banks Versus Commercial Banks in the Basque Country

  • Izaskun Agirre AramburuEmail author
  • Irune Gómez Pescador
Original Paper
  • 928 Downloads

Abstract

The marketplace has seen significant growth in the demand for ‘ethical’ behavior, and banks are seeking to leverage customers’ perception in order to build a sustainable competitive advantage. In consequence, the concepts of corporate social responsibility and corporate reputation are of vital concern for academics and managers in terms of their potential impact on customers. This study seeks to contribute to the literature by examining the mediating role of corporate reputation on the relationship between perceived corporate social responsibility (conceptualized as a formative second-order formative construct) and customer loyalty. The study also takes into consideration the role played by bank type in the mediation effect. To achieve this aim, a study was performed comprising 572 personal surveys in the Basque Country. The results showed that corporate reputation partially mediated the relation between corporate social responsibility and customer loyalty. On the other hand, bank type is shown not to moderate the mediation effect. The results have important implications for practitioners wishing to manage their relations with customers.

Keywords

Perceived CSR Reputation Loyalty Cooperatives Mediation Moderation Second-order model 

Notes

Compliance with Ethical Standards

Conflict of interest

The authors declare no potential conflict of interest with respect to the research, authorship and/or publication of this article.

Ethical Approval

All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki Declaration and its later amendments or comparable ethical standards.

Informed Consent

Informed consent was obtained from all individual participants included in the study.

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Copyright information

© Springer Science+Business Media Dordrecht 2017

Authors and Affiliations

  1. 1.Faculty of Business StudiesMondragon UnibertsitateaOñatiSpain
  2. 2.Mondragon Innovation and Knowledge (MIK)OñatiSpain
  3. 3.Faculty of EngineeringMondragon UnibertsitateaArrasateSpain

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