The relationships between corporate social responsibility, service quality, customer satisfaction, consumer rights awareness and repurchase intention

Research efforts at investigating the effects o f perceived corporate social responsibility (CSR) on consumer behaviour have received increased attention within the last two decades. Findings from these studies have however been inconsistent regarding the extent to which perceived CSR directly influences consumers’ behavioural intentions towards companies and their products. Thus, there have been calls for the exploration of mediator and/or moderator influences on the CSR - consumer patronage intentions relationships. Therefore, this study investigated a model of direct and indirect relationships between perceived CSR, service quality, customer satisfaction, consumer rights awareness and repurchase intention. In addition, the study also sought to determine the dimensions o f CSR perceived by customers in the study area. The study used quantitative research design and data were collected from 604 customers of the major mobile telecommunication service providers in Nigeria using convenient sampling technique. Data analyses were conducted using the Smart-PLS software and the PROCESS macro. Results indicated that consumer perceived CSR is best represented through a second-order construct comprising o f ethical, legal and philanthropic dimensions. The findings also revealed that consumers’ perceived CSR directly influenced service quality, satisfaction and repurchase intentions; while service quality and satisfaction were indicated as having partial mediating effects on the relationship between perceived CSR and repurchase intention. Furthermore, the study established that consumer subjective rights knowledge moderated the influence of perceived CSR on service quality and repurchase intentions. The study contributes to theory by integrating the literature on CSR and consumerism, while the practical implication of the study is that service companies should communicate their efforts at safeguarding consumer rights within their CSR communications. Future studies are recommended to extend the study to other leading industries, particularly in the manufacturing sector

Marketing Challenges for Banks in the Recapitalisation Era in Nigeria

The first phase of the consolidation exercise was concluded on the 31st December 2005, and 25 banks emerged out of the previously existing 89. These banks however have to contend with the problems associated with bank marketing over the years. The objective of this paper is to identify these problems, which have become challenges that they must surmount in order to succeed and create a positive image of banking in Nigeria. The research is essentially a library research, which employed the methodology of descriptive analysis of relevant materials such as textbooks, journals, newspaper reports and comments from informed analysts. The findings of this study show that the challenges facing banks is not limited to satisfying customers alone, but they are also under pressure to meet the needs of other stakeholders, especially the shareholders who provided the funds for recapitalization. Specifically, the paper noted that banks have to contend with challenges in such areas as competition, customer service, bank/product branding and development, corporate positioning, customer relationship marketing, corporate image and reputation, efficient and marketing oriented staff. The paper concludes that banks should set up effective communication channels with the customers so as to bridge the gaps existing in the customers’ expectations, while also encouraging their staff to be more marketing and customer oriented. The paper recommends that banks should consider the adoption of the additional marketing mix tools, with the inclusion of the People, Process, Promise and Physical evidence, as additions to the already existing 4Ps. Keywords: Marketing, Banks, Recapitalisation Er

Banks’ distributional channel strategies, customer satisfaction and mediating role of trust

The purpose of this paper is to investigate the impact of perception of banks’ distributional channel strategies (Human Teller, ATM-Banking, POS-banking, Mobile banking, internet banking) on customer satisfaction; and the mediating effects of trust in these relationships. Cross-sectional (survey) data was obtained from a sample of 352 retail bank customers in north-east region of Nigeria, using pre-validated measures. The ADANCO 2.0.1 analytical package was employed in conducting the tests of hypotheses. Results indicate that only the human teller and internet banking channels influence customer satisfaction directly and indirectly through customer trust; while the influence of mobile banking channel on customer satisfaction is fully mediated by trust. The research findings have further confirmed the irreplaceability of the human element in the delivery of banking services. Bank managers should emphasize continuous training and orientation of employees towards effective service delivery and relationship building. The findings also point to the need for bank managers to devise innovative means of improving the quality of services through self-service channels (ATM, POS and Mobile), and communicate such to customers; while putting measures in place to win the trust of customers for the channels and the entire services of the banks. This paper contributes to the body of knowledge on customer perceptions and response in a multi-channel banking environment, and the mediating role of trust, particularly from developing country perspective

Perspectives on Consumerism and Consumer Protection Act in Nigeria

This study focuses on the issues and challenges relating to consumerism and consumer protection in Nigeria, with particular attention to the Consumer Protection Council (CPC) Act 2004. Evidences from available literature indicate that consumerism in Nigeria, like in most Less Developed Countries has remained at the lowest ebb in spite of the prevalence of unwholesome business practices. The Nigerian consumer is thus continuously saddled with substandard goods and services, coupled with the lack of information and limited choice in the market, thus necessitating political/government efforts. In This study, it was observed that although the CPC Act recognized the rights of consumers, it does not specifically provide for these rights as they are merely implied and subsumed into the functions of the council and the state committees established by the Act. We therefore conclude that mere existence of the law is not enough. Specific protective and compensatory measures should be clearly stated for any infringement on any of the consumers’ rights. Doing so would strengthen the CPC Act in Nigeria. Further the Consumer Protection Council need to embark on sustained sensitization of consumers on their rights and also push for the amendment of specific sections of the CPC Act to give aggrieved consumers unfettered access to courts to pursue their rights. Keywords: Keywords: consumerism, consumer protection, marketing, consumer rights, Nigeri

PERSPECTIVES ON CONSUMERS’ RESPONSE TO CORPORATE SOCIAL RESPONSIBILITY

Purpose: This study presents a review of literature on consumers' perception and responses towards the perceived corporate social responsibility (CSR) of companies, with a view to provide additional insight into the phenomenon. Methodology/Approach: The study is essentially a review of existing literature, which entails the identification, review and synthesis of existing studies on the phenomenon. Findings: The review of previous studies on the subject matter reveals that there is no general consensus on the findings regarding consumers' perceptions and response to CSR. The findings from previous studies have been equivocal and largely inconclusive as to whether consumers reward companies CSR efforts with positive responses. Research limitations: The research is basically a review and synthesis of previously conducted studies, and no new data was collected. Practical implications: The findings and conclusions of this study have practical implications for research on the topic of consumers' perceptions and response to perceived social responsible behavior of companies. Essentially, the findings point to the fact that the field of study relating to how the consumers perceive and respond to CSR remains a fertile ground from research to enable management theorists and practitioners get a better understanding of the phenomenon. Originality/Value: The study highlights some important reasons for the mixed findings in previous studies, and further points to the need for researchers to adopt varied methodologies/approaches when conducting researches on how consumers perceive and respond to CSR in contextually different environments

Relationships and impacts of perceived CSR, service quality, customer satisfaction and consumer rights awareness

Purpose: The purpose of this paper is threefold: first, to examine the effects of perceived corporate social responsibility (CSR) on service quality, satisfaction and repurchase intention; second, to investigate the mediating (unique and serial) effects of service quality and satisfaction; and third, to determine the moderating effects of consumer rights awareness (CRA) on the relationship between perceived CSR and consumer responses. Design/methodology/approach: Survey data was collected from a sample of 604 customers of the 4 major mobile telecommunications companies in Nigeria. The partial least squares structural equation modeling approach was used to test the hypothesized model. Findings: Research findings indicate that perceived CSR has direct and positive effects on service quality, satisfaction and repurchase intention. Also, service quality and satisfaction mediates (uniquely and in sequence) the effect of perceived CSR on repurchase intention. In addition, CRA moderates perceived CSR’s effect on service quality perceptions and repurchase intention. Practical implications: The findings confirm the complementary relationships between CSR, service quality and satisfaction in influencing consumers’ repurchase intention. Managers should imbibe CSR as an intangible attribute that complements high-quality services, leading to enhanced customer satisfaction and repurchase intentions. The findings also suggest that CRA enhances perceived CSR’s effect on service quality perceptions and repurchase intentions. Thus, managers should take proactive steps to inform consumers of their rights, and also show efforts at protecting the same. Originality/value: This study has overcome the limitation observed in previous studies by testing the sequential mediating effects of service quality and customer satisfaction in the perceived CSR–consumer response relationships. Also, this study represents a pioneering effort at empirically confirming the role of CRA in enhancing perceived CSR’s influence on consumer responses. In addition, the findings also provide insights on the impact of CSR on consumer behavior from a developing country’s perspective