International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

Corporate Social Responsibility Associated With Customer Satisfaction and Financial Performance a Case Study with Housing Banks in Jordan
Dr. Khaled Alafi, Dr. Fares Jamiel Husain Al sufy

This study has three objectives. First is to investigate the set of relationships among the corporate social responsibility (CSR) services and customer satisfaction (CS); second is to find the relationships between CSR services and financial performance (FP); and third is to examine the mediating effect of customer satisfaction on CSR services and financial performance. To achieve these, the study utilises a single approach design involving the use of a quantitative instrument for customers from Jordanian Housing banks. A representative sample of banks' customers (n=203) was recruited from the chosen Housing banks to participate voluntarily in the study. The questionnaire sought information on CSR commonly associated with customer satisfaction in the banking industry, and financial performance, plus demographic details. The results of this study suggested provision of CSR services is associated with CS. This is consistent with results of prior studies reporting a significant positive association between the CSR services and CS as was the positive relationship between CS and FP. Furthermore, this study found customer satisfaction mediated the relationship between the CSR services and FP. Some findings are consistent with past study results which reported FP depended on CS with CSR services. The present study also offers important implications for i) practice: utility of good CSR services in the maintenance of sustainable business practices and customer satisfaction (as an important stakeholder group) ii) government institutions: encouraging them to improve the integrate CSR services into their business and iii) society: banks being more socially responsible financial institutions.

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