Deciphering Customer Loyalty Dynamics in Retail Banking: The Interplay of Service Quality, CRM, and CSR

While the relationships between service quality, satisfaction, loyalty, and customer relationship management (CRM) have been extensively studied in the literature, there is limited knowledge on how corporate social responsibility (CSR) moderates these relationships within the banking sector, particularly under conditions of weak institutions, low trust, and limited social pressure for responsible behavior and consumer protection. This study investigates customer loyalty dynamics in retail banking, focusing on the direct influence of service quality and CRM on customer satisfaction and loyalty, as well as their indirect effects on loyalty through customer satisfaction. We also explore the potential moderating role of CSR associations in this relationship. Using a quantitative approach, we collected 540 usable responses through a self-administered survey targeting retail bank customers in Haiti. Hypotheses were tested using covariance-based structural equation modeling. Our findings confirm the direct effects of service quality and CRM on customer satisfaction and loyalty, as well as the direct effect of customer satisfaction on loyalty. Additionally, we validate the indirect effects of service quality and CRM on loyalty through customer satisfaction. However, we did not find empirical support for the hypothesized moderating and moderated mediating effects of CSR associations. These results underscore the ongoing importance of prioritizing enhancements in service quality and CRM. Despite not directly reinforcing existing relationships, CSR remains pivotal for cultivating a robust customer base in retail banking.

尽管服务质量、满意度、忠诚度与客户关系管理（Customer Relationship Management，CRM）之间的关系已在现有学术文献中得到广泛探讨，但针对企业社会责任（Corporate Social Responsibility，CSR）在银行业中对上述关系的调节作用，尤其是在制度薄弱、信任度低下且负责任行为与消费者保护的社会压力不足的情境下，学界相关认知仍较为匮乏。本研究聚焦零售银行业的客户忠诚度动态，考察服务质量与客户关系管理对客户满意度及忠诚度的直接影响，以及二者通过客户满意度对忠诚度产生的间接效应。此外，本研究还探讨了企业社会责任关联在该关系链条中的潜在调节作用。本研究采用定量研究方法，以海地零售银行客户为调查对象开展自填式问卷调查，共回收540份有效问卷。研究采用基于协方差的结构方程模型（covariance-based structural equation modeling）对所提出的假设进行检验。研究结果证实了服务质量与客户关系管理对客户满意度及忠诚度的直接效应，以及客户满意度对忠诚度的直接效应。同时，本研究验证了服务质量与客户关系管理通过客户满意度对忠诚度产生的间接效应。然而，本研究未发现企业社会责任关联的假设调节效应与有调节的中介效应存在实证支撑。上述研究结果凸显了优先提升服务质量与客户关系管理的持续重要性。尽管企业社会责任未能直接强化现有关系链条，但对于零售银行业构建稳固的客户群体而言，其仍至关重要。