A responsabilidade social corporativa como moderadora dos antecedentes da lealdade no contexto bancário

Abstract

The purpose of this study is to analyze how Corporate Social Responsibility (CSR) moderates the effects of satisfaction, service quality, and trust in bank customer loyalty. To test the proposed model and achieve the research objectives, a quantitative-descriptive cross-sectional study was carried out through the application of a survey with a sample of 258 respondents who had a bank account for at least six months. The assumptions predicted that satisfaction, service quality and trust would positively influence bank loyalty. Positive CSR moderation was also expected in the relationship between those constructs and the bank loyalty construct. The results confirmed the direct and positive relationships between the constructs analyzed, however, the moderating effects were not confirmed. As an aggravating factor, the moderating effect of CSR on the relationships between service quality and loyalty and trust and loyalty went in the opposite direction than expected. The results indicate the need to rethink the way in which CSR practices are applied by companies. When consumers perceive that companies have altruistic motivations when implementing CSR initiatives, they form positive perceptions; on the other hand, companies lose credibility when consumers believe that CSR practices are not aimed at a public benefit for interested parties, but only the private benefit of companies.