The influence of corporate social responsibility on consumer switching intentions in the banking industry: a case of national microfinance bank in Dodoma region
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Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
The University of Dodoma
Abstract
This study assessed the influence of corporate social responsibility on switching intentions in the banking industry. Specifically, the study assessed the influence of economic, legal, ethical, and philanthropic responsibility on switching intentions. The study adopted an exploratory research design to establish a causal relationship between variables. A mixed research approach was adopted using both quantitative and qualitative approaches. The study used NMB corporate consumers as a population of the study where 154 of them were sampled through a convenient sampling technique. Also, the NMB staff were purposively sampled to be included in the study. A questionnaire was used to collect data from NMB corporate consumers while key informants interview was used to collect data from NMB staff. Data collected through questionnaire was analyzed through descriptive statistics and logistic regression analysis while the data collected through interview was analyzed through thematic analysis. On economic responsibility, results indicated that banks profitability (p-value=0.038), job creation (p-value=0.040) and community activities' support (p-value=0.001) significantly influencedswitching intentions.Regarding legal responsibility, findings revealed thatadherence to laws (p-value=0.038), regulations (p-value=0.013) and bank`s legal responsibility (p-value=0.039) were significant predictors of consumer switching intentions. Also, on ethical responsibility, it was revealed that, fair consumers treatment (p-value=0.000) and ethical standards (p-value=0.045) were the significant predictors of consumer switching intentions. While on philanthropic responsibility, results indicated that giving back to society (p-value=0.024), supporting development activities(p-value=0.014) and supporting social activities (p-value=0.019) significantly influencedconsumer switching intentions. Therefore, the study concluded that corporate social responsibility is crucial on enhancing switching intentions. Therefore, it is recommended that NMB and other financial institutions should increase their corporate social responsibility initiatives to avoidswitching intentions.
Description
Dissertation (Business Administration)
Keywords
banking industry, social responsibility, switching intentions, corporate social responsibility, financial institutions
Citation
Akwilin, Sheila M. (2023). The influence of corporate social responsibility on consumer switching intentions in the banking industry: a case of national microfinance bank in Dodoma region. (Master's Dissertation), The University of Dodoma.