Perceptions of Corporate Social Responsibility (CSR) Affecting Customer Loyalty of the Banking Industry, in Guizhou Province, China

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The purpose of this study was to explore the impact of (independent variables) Corporate Governance, Environmental Responsibility, Philanthropic Initiatives, Ethical Business Practices, and Economic Responsibility on (dependent variable) Customer loyalty in banking industry. This research was a quantitative research. All of the 400 research questionnaires which were distributed to target population in the branch of bank of Commercial Bank of China (ICBC), China Construction Bank (CCB), Bank of China (BOC), Agricultural Bank of China (ABC) and Postal Savings Bank of China (PSBC) in Guizhou Province, China. The achieved data were analyzed by using descriptive and inferential statistics.

          For this purpose, The demographic data showed that the respondents were male, aging between 21 – 30 years old, holding bachelor’s degree, Private company employee and income level is less than and equal to 3000RMB. The majority of respondents used the service of Commercial Bank of China (ICBC)., having accounts and debit cards with being banking customers for 3 years and above. The frequency of using banking service at branch and using online banking service were 1-5 times per week. Moreover, the majority of respondents chose banking service because they thought the bank had the best service. The respondents had opinions about corporate social responsibility (CSR) in banking industry was at the strongly agree level. The majority of CSR activities was corporate governance, ethical business practices, economic responsibility, environmental responsibility, and philanthropic initiatives severally. Corporate Social Responsibility (CSR) in banking industry affecting customer loyalty at the 0.05 level of significance was corporate governance, environmental responsibility, philanthropic initiatives, and economic responsibility severally. On the other hand, ethical business practices did not affect to customer loyalty in banking industry.