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Impact of Corporate Social Responsibility Activities on Customer Value Co-creation Behaviour in Pakistan’s Banking Industry

Banking industry of Pakistan has been facing the problem of disconnection between customers and management due to their differences in priorities. Without proper course of action, the banking industry will fail to retain the customers. Corporate social responsibility provides a platform on which cor...

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Main Author: Muhammad, Mubushar
Format: Thesis
Language:English
Published: Universiti Malaysia Sarawak (UNIMAS) 2020
Subjects:
H Social Sciences (General)
Online Access:http://ir.unimas.my/id/eprint/33555/6/Muhd%20Mubushar.pdf
http://ir.unimas.my/id/eprint/33555/
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spelling my.unimas.ir.335552024-02-19T07:33:42Z http://ir.unimas.my/id/eprint/33555/ Impact of Corporate Social Responsibility Activities on Customer Value Co-creation Behaviour in Pakistan’s Banking Industry Muhammad, Mubushar H Social Sciences (General) Banking industry of Pakistan has been facing the problem of disconnection between customers and management due to their differences in priorities. Without proper course of action, the banking industry will fail to retain the customers. Corporate social responsibility provides a platform on which corporations address the interest of stakeholders in more effective ways. This study investigates the impact of stakeholders-focused CSR activities (customer, local community, employees and suppliers) on customer value co-creation behaviour. The objective of this study to examine the effect of relationship marketing orientation (RMO) as a mediator between CSR activities and customer value co-creation behaviour in banking industry of Pakistan. For this purpose, a set of data was collected from 453 banking customers from Islamabad/Rawalpindi through questionnaires. PLS-SEM was employed to analyse the data while measurement model and structure equation modelling were evaluated for model fitness. The study demonstrates that CSR activities have positive impacts on customer value co-creation behaviour. Relationship marketing orientation (RMO) partially mediates between customer-focused, employee-focused CSR activities and customer value co-creation behaviour. While RMO does not mediate between local community-focused, supplier-focused CSR activities and customer value co-creation behaviour. This study offers insights for top executives in banking industry who can minimize the disconnection between customers and management through customize CSR activities. Universiti Malaysia Sarawak (UNIMAS) 2020-12-22 Thesis NonPeerReviewed text en http://ir.unimas.my/id/eprint/33555/6/Muhd%20Mubushar.pdf Muhammad, Mubushar (2020) Impact of Corporate Social Responsibility Activities on Customer Value Co-creation Behaviour in Pakistan’s Banking Industry. PhD thesis, Universiti Malaysia Sarawak (UNIMAS).
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Muhammad, Mubushar
Impact of Corporate Social Responsibility Activities on Customer Value Co-creation Behaviour in Pakistan’s Banking Industry
description Banking industry of Pakistan has been facing the problem of disconnection between customers and management due to their differences in priorities. Without proper course of action, the banking industry will fail to retain the customers. Corporate social responsibility provides a platform on which corporations address the interest of stakeholders in more effective ways. This study investigates the impact of stakeholders-focused CSR activities (customer, local community, employees and suppliers) on customer value co-creation behaviour. The objective of this study to examine the effect of relationship marketing orientation (RMO) as a mediator between CSR activities and customer value co-creation behaviour in banking industry of Pakistan. For this purpose, a set of data was collected from 453 banking customers from Islamabad/Rawalpindi through questionnaires. PLS-SEM was employed to analyse the data while measurement model and structure equation modelling were evaluated for model fitness. The study demonstrates that CSR activities have positive impacts on customer value co-creation behaviour. Relationship marketing orientation (RMO) partially mediates between customer-focused, employee-focused CSR activities and customer value co-creation behaviour. While RMO does not mediate between local community-focused, supplier-focused CSR activities and customer value co-creation behaviour. This study offers insights for top executives in banking industry who can minimize the disconnection between customers and management through customize CSR activities.
format Thesis
author Muhammad, Mubushar
author_facet Muhammad, Mubushar
author_sort Muhammad, Mubushar
title Impact of Corporate Social Responsibility Activities on Customer Value Co-creation Behaviour in Pakistan’s Banking Industry
title_short Impact of Corporate Social Responsibility Activities on Customer Value Co-creation Behaviour in Pakistan’s Banking Industry
title_full Impact of Corporate Social Responsibility Activities on Customer Value Co-creation Behaviour in Pakistan’s Banking Industry
title_fullStr Impact of Corporate Social Responsibility Activities on Customer Value Co-creation Behaviour in Pakistan’s Banking Industry
title_full_unstemmed Impact of Corporate Social Responsibility Activities on Customer Value Co-creation Behaviour in Pakistan’s Banking Industry
title_sort impact of corporate social responsibility activities on customer value co-creation behaviour in pakistan’s banking industry
publisher Universiti Malaysia Sarawak (UNIMAS)
publishDate 2020
url http://ir.unimas.my/id/eprint/33555/6/Muhd%20Mubushar.pdf
http://ir.unimas.my/id/eprint/33555/
_version_ 1792160673194573824
score 13.211869

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