Analisis Efektivitas Program Corporate Social Responsibility (CSR) terhadap Loyalitas Pelanggan di Sektor Perbankan
Keywords:
Corporate Social Responsibility (CSR), Customer Loyalty, Banking Sector
Abstract
Artikel ini bertujuan untuk menganalisis efektivitas program Corporate Social Responsibility (CSR) dalam meningkatkan loyalitas pelanggan di sektor perbankan. Dengan menggunakan metode tinjauan literatur, artikel ini mengkaji berbagai penelitian sebelumnya yang berfokus pada hubungan antara implementasi CSR dan loyalitas pelanggan. Hasil tinjauan literatur menunjukkan bahwa program CSR yang dijalankan dengan baik dapat meningkatkan citra positif bank, memperkuat hubungan dengan pelanggan, dan pada akhirnya meningkatkan loyalitas pelanggan. Temuan ini memberikan wawasan penting bagi bank dalam merancang dan mengimplementasikan program CSR yang efektif untuk mempertahankan dan meningkatkan loyalitas pelanggan. Penelitian ini juga mengidentifikasi faktor-faktor kunci yang mempengaruhi keberhasilan program CSR di sektor perbankan serta implikasinya bagi praktik bisnis yang berkelanjutan.
References
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Ahmad, N., Naveed, R. T., Scholz, M., Irfan, M., Usman, M., & Ahmad, I. (2021). CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty. Sustainability, 13(4), 2319. https://doi.org/10.3390/su13042319
Albaity, M., & Rahman, M. (2021). Customer Loyalty towards Islamic Banks: The Mediating Role of Trust and Attitude. Sustainability, 13(19), 10758. https://doi.org/10.3390/su131910758
Albarq, A. N. (2023). The Impact of CKM and Customer Satisfaction on Customer Loyalty in Saudi Banking Sector: The Mediating Role of Customer Trust. Administrative Sciences, 13(3), 90. https://doi.org/10.3390/admsci13030090
Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5), 118. https://doi.org/10.3390/admsci13050118
Asmara, T. T. P., Murwadji, T., Kartikasari, & Afriana, A. (2023). Corporate Social Responsibility and Cooperatives Business Sustainability in Indonesia: Legal Perspective. Sustainability, 15(7), 5957. https://doi.org/10.3390/su15075957
Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39-48.
Chun, S.-H., & Ardaaragchaa, N. (2024). Analysis of Factors Affecting the Loan Growth of Banks with a Focus on Non-Performing Loans. Journal of Risk and Financial Management, 17(5), 203. https://doi.org/10.3390/jrfm17050203
Diantaris, M. T. A., (2024, May 28). Building Customer Loyalty Through Philanthropy: Strategies for Businesses. The Jurnals. Retrieved from https://jurnals.net/building-customer-loyalty-through-philanthropy-strategies-for-businesses/
Donaldson, T., & Preston, L. E. (1995). The stakeholder theory of the corporation: Concepts, evidence, and implications. Academy of Management Review, 20(1), 65-91.
Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8-19.
Fandos-Roig, J. C., Sánchez-García, J., Tena-Monferrer, S., & Callarisa-Fiol, L. J. (2021). Does CSR Help to Retain Customers in a Service Company? Sustainability, 13(1), 300. https://doi.org/10.3390/su13010300
Fatima, T., Badar, K., Waqas, M., Ayub, A., Haris, M. (2023). CSR Communication Matters! An Examination of CSR, Organisational Pride, and Task-Related Pro-Environmental Behaviour Nexus. Sustainability, 15(12), 9665. https://doi.org/10.3390/su15129665
Fatma, M., & Khan, I. (2023). How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment? Sustainability, 15(7), 6000. https://doi.org/10.3390/su15076000
Fombrun, C. J., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258.
Freeman, R. E. (1984). Strategic Management: A Stakeholder Approach. Pitman.
Giannopoulos, G., Pilcher, N., & Salmon, I. (2024). What Is the Relationship between Corporate Social Responsibility and Financial Performance in the UK Banking Sector? Journal of Risk and Financial Management, 17(5), 187. https://doi.org/10.3390/jrfm17050187
Gotsi, M., & Wilson, A. M. (2001). Corporate reputation: Seeking a definition. Corporate Communications: An International Journal, 6(1), 24-30.
Khairunnessa, F., Vazquez-Brust, D. A., & Yakovleva, N. (2021). A Review of the Recent Developments of Green Banking in Bangladesh. Sustainability, 13(4), 1904. https://doi.org/10.3390/su13041904
Kharabsheh, B., Al-Shammari, H., & Bataineh, K. (2021). Research on Corporate Social Responsibility: Insights. Sustainability. https://doi.org/10.3390/su132212710
Kotzaivazoglou, I., Fragidis, G., Papaioannou, E., Assimakopoulos, C., Nanos, I., & Astrini, N. (2023). Supporting Culture to Improve Corporate Image: The Case of Greek Banks. Sustainability, 15(5), 3976. https://doi.org/10.3390/su15053976
Leclercq-Machado, L., Alvarez-Risco, A., Esquerre-Botton, S., Almanza-Cruz, C., de las Mercedes Anderson-Seminario, M., Del-Aguila-Arcentales, S., & Yáñez, J. A. (2022). Effect of Corporate Social Responsibility on Consumer Satisfaction and Consumer Loyalty of Private Banking Companies in Peru. Sustainability, 14(15), 9078. https://doi.org/10.3390/su14159078
Loock, M., & Phillips, D. M. (2020). A Firm’s Financial Reputation vs. Sustainability Reputation: Do Consumers Really Care? Sustainability, 12(24), 10519. https://doi.org/10.3390/su122410519
Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1-18.
Maccarrone, P., & Contri, A. M. (2021). Integrating Corporate Social Responsibility into Corporate Strategy: The Role of Formal Tools. Sustainability, 13(22), 12551. https://doi.org/10.3390/su132212551
Mahmood, A., Naveed, R. T., Ahmad, N., Scholz, M., Khalique, M., & Adnan, M. (2021). Unleashing the Barriers to CSR Implementation in the SME Sector of a Developing Economy: A Thematic Analysis Approach. Sustainability, 13(22), 12710. https://doi.org/10.3390/su132212710
Maignan, I., & Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32(1), 3-19.
Marin, L., Ruiz, S., & Rubio, A. (2009). The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of Business Ethics, 84(1), 65-78.
McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26(1), 117-127.
Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35(1), 45-72.
Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: Stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4), 323-338.
Ogachi, D., & Zoltan, Z. (2020). Corporate Social Responsibility and Firm Value Protection. International Journal of Financial Studies, 8(4), 72. https://doi.org/10.3390/ijfs8040072
Perrini, F., Russo, A., & Tencati, A. (2007). CSR strategies of SMEs and large firms. Evidence from Italy. Journal of Business Ethics, 74, 285-300.
Porter, M. E., & Kramer, M. R. (2006). Strategy & society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78-92.
Raza, A., Saeed, A., Iqbal, M. K., Saeed, U., Sadiq, I., & Faraz, N. A. (2020). Linking Corporate Social Responsibility to Customer Loyalty through Co-Creation and Customer Company Identification: Exploring Sequential Mediation Mechanism. Sustainability, 12(6), 2525. https://doi.org/10.3390/su12062525
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
Sideri, L. (2021). Leveraging CSR for Sustainability: Assessing Performance Implications of Sustainability Reporting in a National Business System. Sustainability, 13(11), 5987. https://doi.org/10.3390/su13115987
Sun, H., Rabbani, M. R., Ahmad, N., Sial, M. S., Cheng, G., Zia-Ud-Din, M., & Fu, Q. (year). CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Ap
Tulcanaza-Prieto, A. B., Shin, H., Lee, Y., & Lee, C. W. (2020). Relationship among CSR Initiatives and Financial and Non-Financial Corporate Performance in the Ecuadorian Banking Environment. Sustainability, 12(4), 1621. https://doi.org/10.3390/su12041621
Yan, X., Espinosa-Cristia, J. F., Kumari, K., & Cioca, L. I. (2022). Relationship between Corporate Social Responsibility, Organizational Trust, and Corporate Reputation for Sustainable Performance. Sustainability, 14(14), 8737. https://doi.org/10.3390/su14148737
Zhang, D., Mahmood, A., Ariza-Montes, A., Vega-Muñoz, A., Ahmad, N., & Han, H. (2021). Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis. International Journal of Environmental Research and Public Health, 18(9), 4739. https://doi.org/10.3390/ijerph18094739
Zheng, Y., Rashid, M. H. U., Siddik, A. B., Wei, W., & Hossain, S. Z. (2022). Corporate Social Responsibility Disclosure and Firm’s Productivity: Evidence from the Banking Industry in Bangladesh. Sustainability, 14(10), 6237. https://doi.org/10.3390/su14106237
Ahmad, N., Naveed, R. T., Scholz, M., Irfan, M., Usman, M., & Ahmad, I. (2021). CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty. Sustainability, 13(4), 2319. https://doi.org/10.3390/su13042319
Albaity, M., & Rahman, M. (2021). Customer Loyalty towards Islamic Banks: The Mediating Role of Trust and Attitude. Sustainability, 13(19), 10758. https://doi.org/10.3390/su131910758
Albarq, A. N. (2023). The Impact of CKM and Customer Satisfaction on Customer Loyalty in Saudi Banking Sector: The Mediating Role of Customer Trust. Administrative Sciences, 13(3), 90. https://doi.org/10.3390/admsci13030090
Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5), 118. https://doi.org/10.3390/admsci13050118
Asmara, T. T. P., Murwadji, T., Kartikasari, & Afriana, A. (2023). Corporate Social Responsibility and Cooperatives Business Sustainability in Indonesia: Legal Perspective. Sustainability, 15(7), 5957. https://doi.org/10.3390/su15075957
Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39-48.
Chun, S.-H., & Ardaaragchaa, N. (2024). Analysis of Factors Affecting the Loan Growth of Banks with a Focus on Non-Performing Loans. Journal of Risk and Financial Management, 17(5), 203. https://doi.org/10.3390/jrfm17050203
Diantaris, M. T. A., (2024, May 28). Building Customer Loyalty Through Philanthropy: Strategies for Businesses. The Jurnals. Retrieved from https://jurnals.net/building-customer-loyalty-through-philanthropy-strategies-for-businesses/
Donaldson, T., & Preston, L. E. (1995). The stakeholder theory of the corporation: Concepts, evidence, and implications. Academy of Management Review, 20(1), 65-91.
Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8-19.
Fandos-Roig, J. C., Sánchez-García, J., Tena-Monferrer, S., & Callarisa-Fiol, L. J. (2021). Does CSR Help to Retain Customers in a Service Company? Sustainability, 13(1), 300. https://doi.org/10.3390/su13010300
Fatima, T., Badar, K., Waqas, M., Ayub, A., Haris, M. (2023). CSR Communication Matters! An Examination of CSR, Organisational Pride, and Task-Related Pro-Environmental Behaviour Nexus. Sustainability, 15(12), 9665. https://doi.org/10.3390/su15129665
Fatma, M., & Khan, I. (2023). How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment? Sustainability, 15(7), 6000. https://doi.org/10.3390/su15076000
Fombrun, C. J., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258.
Freeman, R. E. (1984). Strategic Management: A Stakeholder Approach. Pitman.
Giannopoulos, G., Pilcher, N., & Salmon, I. (2024). What Is the Relationship between Corporate Social Responsibility and Financial Performance in the UK Banking Sector? Journal of Risk and Financial Management, 17(5), 187. https://doi.org/10.3390/jrfm17050187
Gotsi, M., & Wilson, A. M. (2001). Corporate reputation: Seeking a definition. Corporate Communications: An International Journal, 6(1), 24-30.
Khairunnessa, F., Vazquez-Brust, D. A., & Yakovleva, N. (2021). A Review of the Recent Developments of Green Banking in Bangladesh. Sustainability, 13(4), 1904. https://doi.org/10.3390/su13041904
Kharabsheh, B., Al-Shammari, H., & Bataineh, K. (2021). Research on Corporate Social Responsibility: Insights. Sustainability. https://doi.org/10.3390/su132212710
Kotzaivazoglou, I., Fragidis, G., Papaioannou, E., Assimakopoulos, C., Nanos, I., & Astrini, N. (2023). Supporting Culture to Improve Corporate Image: The Case of Greek Banks. Sustainability, 15(5), 3976. https://doi.org/10.3390/su15053976
Leclercq-Machado, L., Alvarez-Risco, A., Esquerre-Botton, S., Almanza-Cruz, C., de las Mercedes Anderson-Seminario, M., Del-Aguila-Arcentales, S., & Yáñez, J. A. (2022). Effect of Corporate Social Responsibility on Consumer Satisfaction and Consumer Loyalty of Private Banking Companies in Peru. Sustainability, 14(15), 9078. https://doi.org/10.3390/su14159078
Loock, M., & Phillips, D. M. (2020). A Firm’s Financial Reputation vs. Sustainability Reputation: Do Consumers Really Care? Sustainability, 12(24), 10519. https://doi.org/10.3390/su122410519
Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1-18.
Maccarrone, P., & Contri, A. M. (2021). Integrating Corporate Social Responsibility into Corporate Strategy: The Role of Formal Tools. Sustainability, 13(22), 12551. https://doi.org/10.3390/su132212551
Mahmood, A., Naveed, R. T., Ahmad, N., Scholz, M., Khalique, M., & Adnan, M. (2021). Unleashing the Barriers to CSR Implementation in the SME Sector of a Developing Economy: A Thematic Analysis Approach. Sustainability, 13(22), 12710. https://doi.org/10.3390/su132212710
Maignan, I., & Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32(1), 3-19.
Marin, L., Ruiz, S., & Rubio, A. (2009). The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of Business Ethics, 84(1), 65-78.
McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26(1), 117-127.
Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35(1), 45-72.
Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: Stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4), 323-338.
Ogachi, D., & Zoltan, Z. (2020). Corporate Social Responsibility and Firm Value Protection. International Journal of Financial Studies, 8(4), 72. https://doi.org/10.3390/ijfs8040072
Perrini, F., Russo, A., & Tencati, A. (2007). CSR strategies of SMEs and large firms. Evidence from Italy. Journal of Business Ethics, 74, 285-300.
Porter, M. E., & Kramer, M. R. (2006). Strategy & society: The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78-92.
Raza, A., Saeed, A., Iqbal, M. K., Saeed, U., Sadiq, I., & Faraz, N. A. (2020). Linking Corporate Social Responsibility to Customer Loyalty through Co-Creation and Customer Company Identification: Exploring Sequential Mediation Mechanism. Sustainability, 12(6), 2525. https://doi.org/10.3390/su12062525
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
Sideri, L. (2021). Leveraging CSR for Sustainability: Assessing Performance Implications of Sustainability Reporting in a National Business System. Sustainability, 13(11), 5987. https://doi.org/10.3390/su13115987
Sun, H., Rabbani, M. R., Ahmad, N., Sial, M. S., Cheng, G., Zia-Ud-Din, M., & Fu, Q. (year). CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Ap
Tulcanaza-Prieto, A. B., Shin, H., Lee, Y., & Lee, C. W. (2020). Relationship among CSR Initiatives and Financial and Non-Financial Corporate Performance in the Ecuadorian Banking Environment. Sustainability, 12(4), 1621. https://doi.org/10.3390/su12041621
Yan, X., Espinosa-Cristia, J. F., Kumari, K., & Cioca, L. I. (2022). Relationship between Corporate Social Responsibility, Organizational Trust, and Corporate Reputation for Sustainable Performance. Sustainability, 14(14), 8737. https://doi.org/10.3390/su14148737
Zhang, D., Mahmood, A., Ariza-Montes, A., Vega-Muñoz, A., Ahmad, N., & Han, H. (2021). Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis. International Journal of Environmental Research and Public Health, 18(9), 4739. https://doi.org/10.3390/ijerph18094739
Zheng, Y., Rashid, M. H. U., Siddik, A. B., Wei, W., & Hossain, S. Z. (2022). Corporate Social Responsibility Disclosure and Firm’s Productivity: Evidence from the Banking Industry in Bangladesh. Sustainability, 14(10), 6237. https://doi.org/10.3390/su14106237
Published
2024-06-09
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