The Effect of Corporate Social Responsibility on Customer Loyalty
A Study of Guaranty Trust Bank, Dala Community, Kano

Authors

  • Sule Sani Abdullahi  Faculty of Economics and Muamalat, University Sains Islam Malaysia
  • Sani Yahaya  Department of Banking and Finance, Abdu Gusau Polytechnic Talata Mafara, Zamfara-Nigeria
  • Yusuf Haji-Othman  Kulliyyah Muamalat, Kolej Universiti Insaniah, Kedah, Malaysia

Keywords:

Customer, Loyalty, Corporate Social Responsibility, Retention

Abstract

Corporate social responsibility (CSR) has become one of strategic method apply by business enterprises in developing nations like Nigeria. Such Corporate social responsibility (CSR) is being carried out to gain the loyalty of customers, investors, and other stakeholders in the business environment. This, with the growing recognition of the significant effect of corporate social responsibility CSR, the study looked in to the relationship between social responsibility and customer loyalty, taking Guaranty Trust Bank, Dala Community, Kano State, Nigeria as a case study. This study tries to examine an effect relationship between corporate social responsibility CSR and customers' loyalty, the study proposed a framework that would be useful in making a suggestion for banks on how to consider the practice of corporate social responsibility CSR in order to enhance consumer loyalty and retention.

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International Journal of Scientific Research in Science and Technology

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Published

2017-12-31

Issue

Volume 2, Issue 3, May-June-2016

Section

Research Articles

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How to Cite

[1]
Sule Sani Abdullahi, Sani Yahaya, Yusuf Haji-Othman, " The Effect of Corporate Social Responsibility on Customer Loyalty
A Study of Guaranty Trust Bank, Dala Community, Kano, International Journal of Scientific Research in Science and Technology(IJSRST), Online ISSN : 2395-602X, Print ISSN : 2395-6011, Volume 2, Issue 3, pp.171-175, May-June-2016.