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| Tekijä: | Matute-Vallejo, J. Bravo, R. Pina, J. M. |
| Otsikko: | The influence of corporate social responsibility and price fairness on customer behaviour: evidence from the financial sector |
| Lehti: | Corporate Social Responsibility and Environmental management
2011 : NOV-DEC, VOL. 18:6 p. 317-331 |
| Asiasana: | social responsibility corporate responsibility pricing consumer behaviour customers banks |
| Kieli: | eng |
| Tiivistelmä: | This article examines how customers' conceptions of companies' corporate social responsibility (CSR) and fairness in their pricing strategy influence customers' behaviour as users of financial services. Precisely the study suggests a model where CSR and price fairness have a positive impact on customer loyalty. It also proposes that the firm's social responsibility actions affect customers' price fairness assessments. Structural equation modelling is used on a sample of 300 customers of banks and savings banks to survey the hypotheses. Findings indicate that both CSR and price fairness affect to achieving customer loyalty. Furthermore, customers feel that socially responsible companies are also fairer in their pricing strategies. |
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