The Investigating of Influencing Factors on Customer Loyalty Outcomes in Myanmar Private Bank: The Corporate Social Responsibility (CSR) and Corporate Image Perspectives

Abstract

The study aimed to analyze the impact of corporate social responsibility (CSR) and corporate image on customer loyalty and to examine the relationship between customer loyalty and loyalty outcomes of banking customers in Myanmar. This study focused on stakeholder CSR approach and corporate image as predictors of loyalty, Leading to loyalty outcomes. The quantitative research was used with structured questionnaire, and with convenience sampling 500 valid responses of banking customers were applied for data analysis by using a structural equation model. The results indicated that CSR and corporate image affected customer loyalty and customer loyalty bad positive relationships with five loyalty outcomes of banking customers. The findings could contribute to the service loyalty context in the aspect of stakeholder CSR and corporate image, including loyalty outcomes. Moreover, the findings could be applied to the development of CSR and corporate image strategies to retain banking customers, especially for private banks in Myanmar.