TY  - SER
AU  - Khan,Zia Ullah
AU  - Ferguson,David
AU  - Supasith Chonglerttham,
AU  - Shivakoti,Ganesh P.
ED  - Higher Education Commission of Pakistan,
TI  - A customer behavior study within the banking industry of Pakistan: evaluating the roles and inter-relationships of percieved service quality, corporate social responsibility, trust and continuance commitment on customer loyalty intentions
T2  - Dissertation
PY  - 2015///
CY  - Pathum Thani, Thailand
PB  - Asian Institute of Technology
KW  - Banks and banking
KW  - Customer services
KW  - Pakistan
KW  - Social responsibility of business
KW  - Customer loyalty
N1  - A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Management, School of Management; Thesis (Ph.D.) - Asian Institute of Technology, 2015
N2  - Prior  research , mostly  with in developed  countries , has  identified  that  Corporate  Social  Responsibility (CSR) can  contribute towards customer behavior, yet, to date , researchers have  provided limited specific information on  if, and to what extent, CSR  itself  influence s service  quality  and  loyalty  relationships  that  serve  to  establish  and  maintain  a  firm{u2019}s  profitability.  Expanding  the  corpus,  this  research  develops  and  empirical ly  tests  a  conceptual  framework  which  predicts  the  effects  of  CSR  perceptions  on  a  well - established customer  behavior  relationship  path  of  Perceived  Service  Quality ( PSQ ) - trust - and  loyalty intentions .  This  research  evaluates the  explicit  contribution  of  CSR  towards  customer  perceptions   and  validates  the   relevance   for   expanding  a   customer   behavior   model   to   include   CSR  characteristics. Although, t his research is stimulated by  a scarcity of customer behavior related empirical  CSR  re search  with in developing countries, t he purpose of this research is three fold . These include (1)  whether  and  to  what  extent  CSR  perceptions  influence the well - established  relationship  path of PSQ - trust - loyalty intentions (2)  whether and t o what  extent this relationship path,  i.e.  PSQ - trust - loyalty  intentions , remains  valid  in the  retail  banking  industry of Pakistan ,  and ( 3)  whether   and   to  what   extent   constraint - based   relationship  variables , such   as   perceived  switching  costs  and  continuance  commit ment , affect  customer  loyalty intentions .  Five  banks  were  selected  as  relevant  for this  research.  They  are  considered  active  in  CSR  activities , and  use CSR as  an  explicit  marketing tool . Using quota sampling with respect to these five eligible  banks, 408 customers participated in  the  satisfactory completi on  of a quantitative survey .  The  a nalysis  verified  the  relevance  of  the  hypothesized  model; tested primarily  through  Partial  Least  S quares  base d  Structural  Equation  Mode ling (i.e.  PLS - SEM) .  The  results of  this  study contribute to the  literature  base  by  confirming  CSR  is  perceived  as  serv ing as  a  relevant and  important direct  determinant  of  PSQ,  trust  and  loyalty intentions within  the  context  of  the  retail  banking  industry .  CSR  should  therefore  be  fundamentally  considered  alongside  core  business  values  in  order  to  develop  customer  retention  strategies.  This  study  highlights  that  CSR  should  be  recognised  a s  a relevant consideration  for  marketing  professionals  who  are  seeking  to  enhance  PSQ - loyalty  relationships.  Secondly,  the  outcomes  of  this  study  also  confirm ed that the role of trust within the  path of PSQ - trust - loyalty intentions is recognised  as  being significant w ithin  the  context  of  this  industry.  On  the  other  hand,  constraint - based  relationship variables , such as perceived switching costs and continuance commitment , do not  actually  illustrate any significant impact on customer loyalty intentions . This implies that , with  better  perceptions  of  service  quality and  trust ,  constraint - based  relationship  variables such  as  continuance  commitment  and  switching  costs ,  do not appear  to harm  customer  loyalty intentions .  Therefore,  this  research  suggests  that  const raint - based  relationship  marketing  strategies  can  safely  be  strengthened  simultaneously  without  necessarily  damaging  other  customer  loyalty benefits in Pakistan .
UR  - http://203.159.5.9/ait-thesis/detail.php?q=B00837
ER  -