- Article
The Triple Pathway to Loyalty: Understanding How Banks’ Corporate Social Responsibility Influences Customers via Moral Identity, Service Quality, and Relationship Quality
- Yun-Chan Yen and
- Shih-Chih Chen
This study aims to explore the mechanisms through which corporate social responsibility (CSR) impacts customer loyalty in the banking sector, focusing on the mediating effects of consumer moral identity (CMI), perceived service quality (PSQ), and rel...