THE FORMATION OF CUSTOMER CSR PERCEPTIONS IN THE BANKING SECTOR: THE ROLE OF COHERENCE, ALTRUISM, EXPERTISE AND TRUSTWORTHINESS

Authors

  • Andrea Pérez
  • Ignacio Rodríguez del Bosque

DOI:

https://doi.org/10.33736/ijbs.555.2015

Abstract

The purpose of the authors in this paper is twofold. First, we aim to broaden the scope of analysis in the CSR-customer domain by testing the multidimensionality of CSR perceptions. We also define the role of CSR coherence, corporate altruism, expertise and trustworthiness in the formation of customer CSR perceptions. Results demonstrate that both altruism and CSR coherence directly influence CSR perceptions because of the scepticism of customers towards CSR. Corporate credibility dimensions -expertise and trustworthiness- have significant different effects on the formation of customer CSR perceptions so our results corroborate the necessity of analyzing these two dimensions as different concepts which affect corporate image in diverse ways.
Keywords: CSR Perceptions; CSR Coherence; Altruism; Expertise; Trustworthiness.

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Published

2017-11-28

How to Cite

Pérez, A., & del Bosque, I. R. (2017). THE FORMATION OF CUSTOMER CSR PERCEPTIONS IN THE BANKING SECTOR: THE ROLE OF COHERENCE, ALTRUISM, EXPERTISE AND TRUSTWORTHINESS. International Journal of Business and Society, 16(1). https://doi.org/10.33736/ijbs.555.2015