An examination of linkages between CSR and cross-buying
An examination of linkages between CSR and cross-buying
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企业社会责任与交叉购买之间联系的检验
DOI：
10.1108/srj-08-2014-0118
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发表时间：
2015
影响因子：
3.2
通讯作者：
Sonika Raitani
中科院分区：
文献类型：
--
作者：
Vishal Vyas;Sonika Raitani
目的--本文旨在探讨银行企业社会责任(CSR)实践与银行客户交叉购买意向之间的联系。虽然作者在理论上找不到这两个概念之间的直接联系，但试图通过企业声誉和关系质量来确定企业社会责任对交叉购买意向的影响。与其他行业一样，印度银行业也见证了其社会环境责任和明确界定的赚取利润的经济责任之间的平衡。设计/方法/方法--本研究的总体构成了整个印度银行业的客户。考虑到成本和时间的限制，这项研究仅限于拉贾斯坦邦地区347名公共和私人银行客户的样本，基于便利抽样法。使用结构化问卷收集数据，并通过结构方程模型进行分析。企业社会责任措施包括慈善和道德责任。研究结果表明，企业声誉和关系质量在企业社会责任与交叉购买意向之间起到了中介作用。实际意义--研究建议将营销战略与企业社会责任战略相结合，以鼓励交叉购买意向。在制定交叉销售议程时，他们应该牢记声誉，因为在关系发展阶段，客户通常依赖声誉而不是他们对银行产品的评价来进行交叉购买。原创性/价值--这是营销文献中第一次将企业社会责任和交叉购买的概念联系起来。
Purpose - – This paper aims to probe into the linkages between the corporate social responsibility (CSR) practices of banks and the cross-buying intentions of banking customers. Though the authors could not find any direct link between these two concepts on theoretical ground, but an effort has been made to identify the impact of CSR on cross-buying intentions through corporate reputation and relationship quality. Like other industries, the Indian banking industry has also witnessed a balance between its social-environmental responsibilities and its clearly defined economic responsibility to earn profit. Design/methodology/approach - – The universe for the present study constitutes the customers of the entire Indian banking industry. Considering the cost and time constraints, the study was limited to a sample of 347 public and private bank customers in the Rajasthan region based on the convenience sampling method. Data were collected using a structured questionnaire and analyzed through structural equation modeling. CSR measures included philanthropic and ethical responsibility. Findings - – Results revealed that corporate reputation and relationship quality both play a mediating role in the linkages between CSR and cross-buying intentions. Practical implications - – The study suggests integrating marketing strategy with its CSR strategies to encourage cross-buying intentions. While making the cross-selling agenda, they should bear reputation in mind because at the relationship development phase, customers generally rely on reputation than their evaluation of bank’s products for cross-buying. Originality/value - – This study is the first in marketing literature which relates the concept of CSR and the cross-buying.
营销
DOI：
--
发表时间：
2014
期刊：
影响因子：
--
作者：
澤邉紀生;澤邉紀生;澤邉紀生;澤邉紀生;関口智・伊集守直・木村佳弘;関口智;関口智・木村佳弘・伊集守直;木村佳弘;木村佳弘;伊集守直;関口智・木村佳弘・伊集守直;Shigeru Matumoto(ed);川上智子・木村憲洋;Tomoko Kawakami
通讯作者：
Tomoko Kawakami