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Sustainability
Volume 13
Issue 7
10.3390/su13073828
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Article

Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty

by
Naveed Ahmad
1,
Asif Mahmood
2,
Antonio Ariza-Montes
3,
Heesup Han
4,*,
Felipe Hernández-Perlines
5,
Luis Araya-Castillo
6 and
Miklas Scholz
7,8,9
1
Faculty of Management Studies, University of Central Punjab, Lahore 54000, Pakistan
2
Department of Business Studies, Namal Institute, Mianwali 42250, Pakistan
3
Social Matters Research Group, Universidad Loyola Andalucía, C/Escritor Castilla Aguayo, 4 14004 Córdoba, Spain
4
College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea
5
Department of Business Administration, University of Castilla-La Mancha, 45071 Toledo, Spain
6
Facultad de Economía y Negocios, Universidad Andrés Bello, Santiago de Chile 7591538, Chile
7
Division of Water Resources Engineering, Department of Building and Environmental Technology, Faculty of Engineering, Lund University, P.O. Box 118, 221 00 Lund, Sweden
8
Department of Civil Engineering Science, School of Civil Engineering and the Built Environment, University of Johannesburg, Kingsway Campus, P.O. Box 524, Aukland Park, Johannesburg 2006, South Africa
9
Department of Town Planning, Engineering Networks and Systems, South Ural State University (National Research University), 76, Lenin prospekt, 454080 Chelyabinsk, Russia
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(7), 3828; https://doi.org/10.3390/su13073828
Submission received: 29 January 2021 / Revised: 19 March 2021 / Accepted: 19 March 2021 / Published: 31 March 2021
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Abstract

Achieving consumer loyalty will remain a prime objective of every business in the current volatile, uncertain, complex and ambiguous environment (VUCA), which demands some out-of-the-box thinking on the part of policymakers to sustain the competitive advantage. Sustainability has been emerging as a “new normal” for all industries of the present era, which forces all sectors to incorporate it into their business operations. There have been studies on the relationship between sustainability and consumer loyalty, but these studies are inconclusive, further establishing the importance of more research in this area. In this frame of reference, the present research objective is to test the dimensional impact of corporate social responsibility (CSR) activities (economic, environmental, social) on banking consumers’ loyalty in the context of Pakistan. The data were collected from different bank account holders, which were then analyzed through the structural equation modeling (SEM) technique in AMOS. The results revealed that all three dimensions of CSR positively relate to consumer loyalty. The banking industry policymakers can benefit from the findings of the present study to understand sustainability from the lens of marketing to drive a higher level of consumer loyalty.
Keywords: corporate social responsibility; consumer loyalty; bank; sustainability; brand loyalty corporate social responsibility; consumer loyalty; bank; sustainability; brand loyalty

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MDPI and ACS Style

Ahmad, N.; Mahmood, A.; Ariza-Montes, A.; Han, H.; Hernández-Perlines, F.; Araya-Castillo, L.; Scholz, M. Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty. Sustainability 2021, 13, 3828. https://doi.org/10.3390/su13073828

AMA Style

Ahmad N, Mahmood A, Ariza-Montes A, Han H, Hernández-Perlines F, Araya-Castillo L, Scholz M. Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty. Sustainability. 2021; 13(7):3828. https://doi.org/10.3390/su13073828

Chicago/Turabian Style

Ahmad, Naveed, Asif Mahmood, Antonio Ariza-Montes, Heesup Han, Felipe Hernández-Perlines, Luis Araya-Castillo, and Miklas Scholz. 2021. "Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty" Sustainability 13, no. 7: 3828. https://doi.org/10.3390/su13073828

APA Style

Ahmad, N., Mahmood, A., Ariza-Montes, A., Han, H., Hernández-Perlines, F., Araya-Castillo, L., & Scholz, M. (2021). Sustainable Businesses Speak to the Heart of Consumers: Looking at Sustainability with a Marketing Lens to Reap Banking Consumers’ Loyalty. Sustainability, 13(7), 3828. https://doi.org/10.3390/su13073828

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