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:	2020
Subjects:	H Social Sciences (General)
Online Access:	http://ir.unimas.my/id/eprint/33555/6/Muhd%20Mubushar.pdf
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id	my-unimas-ir.33555
record_format	uketd_dc
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
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
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
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
granting_institution	Universiti Malaysia Sarawak (UNIMAS)
granting_department	Faculty of Economics and Business
publishDate	2020
url	http://ir.unimas.my/id/eprint/33555/6/Muhd%20Mubushar.pdf
_version_	1794023019414290432
spelling	my-unimas-ir.335552024-02-19T07:33:42Z Impact of Corporate Social Responsibility Activities on Customer Value Co-creation Behaviour in Pakistan’s Banking Industry 2020-12-22 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. 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Impact of Corporate Social Responsibility Activities on Customer Value Co-creation Behaviour in Pakistan’s Banking Industry

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