Sustainable businesses speak to the heart of consumers: Looking at sustainability with a marketing lens to reap banking consumers’ loyalty

Achieving consumer loyalty will remain a prime objective of every business in the current volatile, uncertain, complex and ambiguous environment (VUCA), which demands some out-of-thebox thinking on the part of policymakers to sustain the competitive advantage. Sustainability has been emerging as a “new normal” for all industries of the present era, which forces all sectors to incorporate it into their business operations. There have been studies on the relationship between sustainability and consumer loyalty, but these studies are inconclusive, further establishing the importance of more research in this area. In this frame of reference, the present research objective is to test the dimensional impact of corporate social responsibility (CSR) activities (economic, environmental, social) on banking consumers’ loyalty in the context of Pakistan. The data were collected from different bank account holders, which were then analyzed through the structural equation modeling (SEM) technique in AMOS. The results revealed that all three dimensions of CSR positively relate to consumer loyalty. The banking industry policymakers can benefit from the findings of the present study to understand sustainability from the lens of marketing to drive a higher level of consumer loyalty. © 2021 by the authors. Licensee MDPI, Basel, Switzerland.

Notas

Indexación Scopus

Palabras clave

Cause-Related Marketing, Corporate Social Performance, Corporate Philanthropy

Citación

Sustainability (Switzerland), Volume 13, Issue 7, 1 April 2021, Article number 3828

DOI

10.3390/su13073828

URI

http://repositorio.unab.cl/xmlui/handle/ria/18869

Colecciones

FEN - Artículos de Revista

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