Customer's Loyalty Effects of CSR Initiatives

The trend towards social responsibility in recent years has increased the interest of consumers in their consumption as well as purchase behavior. Given the growing importance of social responsibility in the retail banking industry, in Malaysia, it remains imperative for the banking industry to understand the social responsibility as the determinants of customers’ loyalty. Therefore, this study aims to underline the effects of customer centric, ethics, green environment, and philanthropic on customer loyalty. Analysis on 257 usable questionnaires found customer centric has the greatest effect on retail banking industry while philanthropic is the least influencing factor on loyalty.