comunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8645
comunitat-uji-handle3:10234/8646
comunitat-uji-handle4:
INVESTIGACION
Resumen
Purpose – This research aims to determine to what extent corporate social responsibility (CSR) actions developed
by bank entities in Spain improve the vulnerable customers’ emotions and quality perception of the ... [+]
Purpose – This research aims to determine to what extent corporate social responsibility (CSR) actions developed
by bank entities in Spain improve the vulnerable customers’ emotions and quality perception of the banking
service. Consequently, this increases the quality of their relationship regarding satisfaction, trust and engagement.
Design/methodology/approach – Data from 734 vulnerable banking customers were analyzed through
structural equations modeling (EQS 6.2) to test the relationships of the proposed variables.
Findings – Vulnerable customers’ emotional disposition exerts a strong influence on their perceived service
quality. The antecedent effect is concentrated primarily on the CSR towards the client, with a residual
secondary weight on the CSR towards society. These positive service emotions are determinants of the outcome
quality perceived by vulnerable customers, directly in terms of higher satisfaction and trust and indirectly
through engagement.
Practical implications – This research contributes to understanding how financial service providers should
adapt to the specific characteristics and needs of vulnerable clients by adopting a strategy of approach,
personalization and humanization of the service that seems to move away from the actions implemented by the
banking industry in recent years.
Originality/value – This study has adopted a theoretical and empirical perspective on the impact of CSR on
service emotions and outcome quality of vulnerable banking customers. Moreover, banks can adopt a dual
conception of CSR: a macro and external scope toward society and a micro and internal scope toward
customers. [-]
Derechos de acceso
info:eu-repo/semantics/openAccess