Enhancing customer loyalty of banks through corporate social responsibility.

Corporate social responsible engagements are the one of the increasing popular marketing strategy to create customer loyalty particularly in the retail banking industry. Hence, in this study researchers present a conceptual framework which aims to enhance the customer loyalty through Corporate Social Responsibility (CSR) in the context of retail banking industry in Sri Lanka. Further the research model presents the mediating effect of customer satisfaction in between CSR and customer loyalty. The proposed model is an extension of the study conducted by Ellen, Webb, and Mohr (2006). The model comprises Corporate Social Responsibility (CSR) as an upstream variable, Customer Loyalty (CUL) as a downstream variable, and Customer Satisfaction (CUS) as a mediating variable. Relationships between these constructs are discussed, together with research hypothesis. Further, this study is much needed to empirically test to get the new cues on the subject of CSR of the Sri Lankan Consumers’ perspective. Research implications of the conceptual model are presented, as directions for future research, which would be of use to researchers and practitioners in the societal marketing field.