Don’t bank on it: Delineating the relationship between corporate social responsibility and retail banking affinity

Abstract

This research examines the extent to which the moderating variable of awareness influences the relationship between Corporate Social Responsibility beliefs and consumers’ attitudes towards their banks, and whether this significantly affects their willingness to recommend the company. The research was limited to the four major South African retail banks. The study finds that consumers’ attitudes do not, in fact, mediate the relationship between CSR beliefs and willingness to recommend. However, a direct positive relationship appears to exist between attitude and willingness to recommend. The authors find that a superficial awareness of CSR initiatives has minimal impact on their behaviour. Whilst an increased intimate knowledge of their CSR activities may thus lead to business rewards, banks should focus on their core offerings as consumers see CSR as an added benefit.