Consumer responses to CSR in Indian banking sector
The objective of this study is to investigate the how corporate social responsibility (CSR) effect consumer responses in the banking industry. This study contributes to the previous literature by exploring the moderating role of awareness and mediating role of trust in the proposed conceptual model. The proposed relationship in the study was tested through a structural equation modeling for a sample of 619 customers of Indian banks. The findings drawn from the study demonstrate how corporate ability and CSR influence the consumer responses specifically the purchase intention towards their banks. The hypothesized relationships in this study are empirically supported. The corporate ability is the strong influence on consumer purchase intention with their financial service provider as compare to CSR. The findings drawn from this study have important implication for the banking companies to build a social image to have a favorable impression in customer's mind. This study tries to contribute to the literature on CSR by understating its dynamics and effect on customer behavior outcomes. The researchers have taken into account the role of two variables i.e. corporate ability and CSR and their effect on customer response.