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© 2020, WAJM All Rights Reserved 9
World Academics Journal of __________________________________________ Research Paper . Management
Vol.8, Issue.1, pp.09-17, March (2020) E-ISSN: 2321-905X
Effect of Corporate Social Responsibility on Customer Loyalty in the
Retail Banking of Nigeria: Gender as a moderator
Maigana Amsami
Department of Business Administration, Faculty of Social and Management Sciences, Yobe State University,
P.MB.1144, Damaturu- Nigeria
Available online at: www.isroset.org
Received: 19/Feb/2020, Accepted: 21/Mar/ 2020, Online: 30/Mar/2020
Abstract- The purpose of this study was to investigate the effect of corporate social responsibility initiatives on customers’
loyalty toward the Nigerian retail banks. A sample of 430 individual customers of the Nigerian retail banks in some
selected towns in north eastern Nigeria participated in the survey as respondents. Hypotheses were tested using hierarchical
multiple regressions. The findings showed that the economic, ethical, and philanthropic initiatives had a positive effect on
customer loyalty while the legal initiatives did not show positive effect. Also, the findings revealed that gender did not
exhibit a moderating role on the effects. The study concludes that implementing corporate social responsibility initiatives
are significant undertakings which lead to customer loyalty. It is therefore suggested that corporate social responsibility
activities be implemented in the retail banks in Nigeria as a strategy for achieving long-lasting customer. Furthermore, it is
suggested that the managers of Nigerian retail banks should ignore gender as a basis for segmentation. Instead, managers
should explore other alternatives of segmentation.
Keywords— Bank, Corporate Social Responsibility, Customer Loyalty, Gender, Northeast Nigeria
I. INTRODUCTION
Corporate Social Responsibility (CSR) is a process through
which firms implement economic, legal, ethical and
philanthropic responsibilities in society the in which they
conduct business operations [1]. CSR has progressively
turned into a strategic industry tool in recent times in view
of its significant influence on consumers’ positive
response. For instance, a socially responsible performance
can make different a product or service and increase
customer loyalty [2]. Thus, companies take on CSR
initiatives in order to earn a lofty success as socially
responsible associations bring about extra benefit, superior
execution and customer stakeholder loyalty [3].
However, managing CSR initiatives can prove to a certain
extent challenging in practice as customers’ responses to
CSR practices might not be universally consistent [4].
Furthermore, it is not evident that customers in different
countries are disposed to recompense CSR conduct in the
same way, and the product or service class might have
diverse roles in customers’ attitudes towards CSR [5].
Therefore, how to perform CSR right is ever more
predicated on a theoretical and actionable understanding of
how, when, and why many company stakeholders like
consumers respond to CSR represent an important matter
to companies [6]. Thus, the present study’s main objective
was to investigate the moderating role of gender on the
effects of CSR activities on customers’ loyalty toward
Nigerian retail banks. This study is beneficial because
conducting this study in a new geographical and cultural
setting, Nigeria as well as the country’s retail banking
sector will add to the literature on CSR. Additionally, it
will provide practical new insights to managers in best
possible implementation of CSR activities taking note of
gender differences in the retail banking sector in Nigeria.
To aid the achievement of the aim of the study, the
following hypotheses were tested.
H01: Gender does not moderate the relationship between
Economic CSR (ESR) and Customer loyalty in the
Nigerian retail banking sector.
H02: Gender does not moderate the relationship between
Legal CSR (LSR) and Customer loyalty in the
Nigerian retail banking sector
H03: Gender does not moderate the relationship between
Ethical CSR (ETR) and Customer loyalty in the Nigerian
retail banking sector.
H04: Gender does not moderate the relationship between
Philanthropic CSR (PSR) and Customer loyalty in
the Nigerian retail banking sector
This paper is organised as follows: section I is the
introduction; section II discusses related works; section III
explains the methodology of the study; section IV presents
the results of the study and discussion of the findings. And
finally, section V concludes the paper and made presents
future scope.
World Academics Journal of Management Vol.8, Issue.1, Mar 2020
© 2020, WAJM All Rights Reserved 10
II. RELATED WORK
CSR has progressively turned into a strategic industrial
tool in recent times in view of its significant influence on
consumers’ positive response. Consequently, firms have
put serious interest into CSR initiatives [7]. CSR has been
defined in various ways based on differing viewpoints.
However, reference [8] is one of the well grounded in the
literature [9]. Thus, the present study adopted the [8]
model of CSR. Moreover, [10] have recommended usage
of this model in empirical research.
Reference [8] defines CSR as: “the social responsibility of
business encompasses the economic, ethical, legal and
discretionary expectations, which society has on
organisations at a given time”. However, [1] revisited the
[8] model, refined it and renamed the discretionary
responsibility as philanthropic responsibility and depicted
the notion of CSR in a pyramid form.
Reference [1] defines economic responsibility as
producing the goods and services needed by society,
making greater profits constantly, and achieving greater
operational effectiveness. Therefore, the economic
responsibility is the first requirement in business [11]. The
legal responsibility is defined as working in line with
established rules that represent vital ideas of just
operations given by authorities. Society expects businesses
to abide by laws and rules. Ethical responsibility is
performing in a way consistent with anticipations of
society’s norms and ethics [1]. Business has the
expectation, and obligation, that it will perform what is
right, just, and fair and to shun damage to whom it
interacts [11]. Finally, the philanthropic responsibility
refers to all forms of businesses’ charitable and optional
generous giving [11].
CSR has theoretical underpinnings. One theory behind
CSR is the stakeholder theory. The pioneer of the
stakeholder theory of CSR was R. Edward Freeman [12].
The main crux of the stakeholder theory of CSR is the
claim that firms are not simply run in the benefits of their
shareholders only but that instead a whole range of groups
or stakeholders, have a legitimate interest in the firms
too[13]. R. Edward Freeman argued that managers must
meet diverse groups (e.g. workers, customers, suppliers,
local community) who can influence firms outcomes and
that it can be advantageous to the firm to undertake certain
CSR actions that non-financial stakeholders regard as
essential because or else these groups may withdraw their
support for the firm[14].
Customer loyalty is essential to companies. By attracting
loyal consumers, managers can lower promotion expenses
along with the effect of price sensitivity. Furthermore,
customer loyalty leads to advocacy towards a corporation’s
goods or services [2]. Reference [15] defines loyalty as
“the relationship between the relative attitude toward an
entity (brand/store/vendor) and patronage behaviour”.
Customer loyalty customarily covered two aspects of the
phenomenon: the attitudinal and behavioural aspects. The
attitudinal component includes the intent to purchase
another time and/or purchase extra goods or services from
the same corporation; readiness to advocate the corporation
to some customers and a loyalty to the corporation
indicated by an opposition to shift to a competing
corporation [16]. The behavioural component includes:
repeat buying of products or service; buying additional and
diverse goods or services from the same corporation;
advocating the corporation to others [17].
Loyalty is generally studied employing three basic
approaches, which include behavioural aspect, attitudinal
aspect and composite method. The composite method is
the mixture of the first two aspects of loyalty. Reference
[18] stated that proper loyalty incorporates both
behavioural and attitudinal aspects, resulting in consistent
attitudes and behaviours of loyalty. Therefore, the
composite approach was adopted in this study.
In recent times, firms and scholars have put serious interest
into CSR initiatives [2, 7]. Consequently, researchers have
adopted several lines of research to examine the effect of
CSR actions on customers. One research line adopted by
previous studies investigated the role of gender differences
on the effect of CSR initiatives on customer loyalty.
Reference [2] have found positive effect of CSR initiatives
on customer loyalty in the context of hotel services of
United States of America and females were more likely to
have a positive perception of CSR. Similarly, [19]
reported important differences between demographics
including gender in what concerns the effect of perceived
CSR actions on brand loyalty in the context of mobile
telecommunication industry of Romania. Likewise, [20]
have reported that gender moderated the relationship
between CSR and customers’ affective and behavioural
responses in the context of banking sector of Spain.
Equally, [21] revealed that gender did not moderate the
relations between CSR and customer loyalty in the context
of telecommunication industry of Qatar. Similarly, [26]
have discovered that gender moderated the influence of
CSR practices on customer loyalty in the context of
restaurant industry of Pakistan.
Nevertheless, the above studies have reported mixed
findings. While on the one hand [ 2,19,20,22] have
demonstrated the moderating role of gender on the
relationship between CSR and customers’ responses [21],
on the other hand, did not establish the moderation of the
gender on the connection between CSR initiatives and
customers’ responses. Thus, there is the need to further
explore the moderating role of gender on the association
between CSR and customers’ responses. Additionally,
little is known on the role of gender on the influenced of
CSR on customer loyalty in the African context as all the
studies reviewed above were in the context of Asian and
European continents.
World Academics Journal of Management Vol.8, Issue.1, Mar 2020
© 2020, WAJM All Rights Reserved 11
Therefore, the specific objectives of this study were:
firstly, to examine the direct effect of dimensions of CSR
(economic, legal, ethical and philanthropic) on customers’
loyalty and finally, to investigate the moderating role of
gender on the effects of the aforesaid aspect of CSR on
customers’ loyalty.
III. METHODOLOGY
The study adopted cross sectional survey research method
where data were collected at a single point in time in 2019.
Survey research was employed because it gives a fast, low
cost, and accurate way of assessing information concerning
a population [23]. However, survey research has some
limitations. For example, in survey research, it can be
difficult to establish the truth of respondents [24].
The study covered CSR initiatives of the retail banks in the
Northeast zone of Nigeria. The zone was selected as little
is known regarding the conduct of a study of this kind in
the zone. Thus, there is need of the present study in the
zone as it would justify the resources expended on CSR
actions or provide a model for ensuring that the objective
of investments is achieved. Data were collected in Bauchi,
Damaturu, Gombe, Maiduguri, Taraba, and Yola
metropolitan towns, because as the capital cities, there is
large concentration of banking population in these towns.
Moreover, most of the Nigerian retail banks have branch
presence in these towns. Thus, conducting the survey in the
metropolitan towns ensures wide capturing of the Nigerian
retail banks.
To test the hypotheses of this research, the study sample
should, by rights, be randomly chosen. But, due to lack of
full accessibility to the population and other constraints in
carrying probability sampling, the study adopted
convenience sampling method in sample selection. Based
on interaction with management staff of some of the retail
banks’ branches, population of the individual bank
customers in the towns covered was approximated to
466,068 individual customers. With the assistance of
sample size calculator from a website
(https://www.hotjar.com/poll-survey-sample-size-
calculator), the present study determined that the required
sample at 95% confidence level and a 5% margin error for
a population of 466,068 was 384. However, 30% of 384
questionnaires were added to the initial sample to ensure
increase representation and take care of lost questionnaires,
thus bringing the sample to 500 approximately.
Indicators for the constructs in the study’s questionnaire
were obtained from past studies and adapted to go with the
present study. Measures for the four dimensions of CSR
were obtained from [25, 26, 27]. Customer loyalty (CL)
indicators were obtained from [28]. All indicators were
rated on a five-point Likert scale, ranging from ‘strongly
disagree’ (1) to ‘strongly agree’ (5).
In other to test for moderating role of gender, the
hierarchical multiple regressions was adopted in this study.
For an interaction to exist, the effect of independent
variable on the dependent variable varies as a function of
change in the moderator variable. Interaction effect is
confirmed with graphical representation, which is
complementary to the change in the F-test result. When the
magnitude of the variable not parallel, with different
gradients or slopes, interaction is significant but when
parallel, interaction is not significant [29].
Specification of regression model
Where:
CL= customers’ loyalty
GENDER = Gender
β0 α0,ꝺ0 and π0 = constant
β1 α1, ꝺ1and π1= coefficients of ESR, LSR, ETR, and PSR
β2 α2, ꝺ2 and π2= coefficients of Gender
β3α3, ꝺ3 and π3= interaction coefficients of Gender*ESR,
Gender*LSR, Gender*ETR and Gender*PSR
Ui,WiZiand Vi= error term
IV. RESULTS AND DISCUSSION
Preliminary Analysis
Out of the 500 questionnaires distributed, 430 were
retrieved as useful for analysis. These represent about 86%
response rate and was deemed a satisfactory response rate.
The data was subjected to out of range test and missing
value test. It was found that the entered data were correctly
coded and entered. The missing value is as low as 5.1%.
[30, 31] set the missing value upper limit to 20%.
Profile of the Participants
The result in the Table 1 below showed that majority of the
respondents were males and these represent 63.5%.With
regard to age, a greater portion of the participants
representing 41% fall within 18-27. Regarding education
level, the data showed that majority of the participants
representing 42% had bachelors degree. In terms of
respondents’ monthly income level about 35% of the
respondents are in the low range of =N=10,000 – =N=
20,000 (Nigerian naira) and they constituted the majority
of the respondents. Finally, as regard the duration of
maintaining account with the banks, about 58% of the
respondents have held account with their banks for a
period of 7 years and more.
World Academics Journal of Management Vol.8, Issue.1, Mar 2020
© 2020, WAJM All Rights Reserved 12
Table 5.1 Profile of the Participants
Gender
Male
Female
Frequency
271
156
Percentage
(%)
63.5
36.4
Age
18-27years
28-37
38-47
48 and above
174
163
45
41
41
38
11
10
Level of Education
Secondary
Diploma
Bachelor Degree
Master Degree
PhD
Others
52
121
176
20
4
49
12
29
42
5
1
11
Income
10,000-20,000
21,000-30,000
31,000-40,000
41,000-50,000
51,000 and above
144
100
57
26
81
35
25
14
6
20
Duration of Bank
Account
Less than I year
1-3 years
4-6 years
7 years and Above
35
105
37
242
8
5
9
58
Source: Field Survey Data 2019
Factor Analysis and Internal Consistency Reliability
Results
The Kaiser-Meyer-Olkin (KMO) value and the Bartlett’s
test of sphericity were applied to determine the sampling
adequacy and correlations in the data prior to the factor
analysis.KMO and Bartlett's Test of Sphericity is presented
in the Table 2 below.
Table 2 KMO and Bartlett’s Test of Sphericity
KMO Measure of Sample Adequacy .905
Bartlett’s
Test of Sphericity
Approx. Chi-
Square
5491.631
Df 406
Sig. .000
Source: Field Survey Data 2019
Results in the Table 2 showed that all the variables have a
KMO above 0.5. The Bartlett’s test of sphericity with Chi-
square value of 5491.631 and p-value of 0.000 is less than
the significance level of 0.05. This test measures whether
the correlations between variables are sufficiently large for
factor analysis to be appropriate [32]. Also, Table 2
showed that the Bartlett’s test is highly significant
(p<0.001) and good enough for further analysis. Details on
the factor analysis and internal consistency reliability are
presented in Table 3 below. The present study applied the
principal component analysis (PCA) and varimax as the
rotation method.
Results in the Table 2 showed that all the variables have a
KMO above 0.5. The Bartlett’s test of sphericity with Chi-
square value of 5491.631 and p-value of 0.000 is less than
the significance level of 0.05. This test measures whether
the correlations between variables are sufficiently large for
factor analysis to be appropriate [32]. Also, Table 2
showed that the Bartlett’s test is highly significant
(p<0.001) and good enough for further analysis. Details on
the factor analysis and internal consistency reliability are
presented in Table 3 below. The present study applied the
principal component analysis (PCA) and varimax as the
rotation method.
Table 3 Factor Loadings and Internal Consistency
Reliability Results
Constructs Indicators Factor
loading
Cronbach
Alpha= 4
items 0.703
ESR ESR1 0.648
ESR2 0.717
ESR3 0.647
ESR4 0.611
LSR LSR1 0.634 Cronbach
Alpha =5
items 0.769
LSR2 0.719
LSR3 0.646
LSR4 0.607
LSR5 0.605
ETR ETR1 0.641 Cronbach
Alpha 5
items =
0.807
ETR3 0.624
ETR4 0.720
ETR5 0.665
ETR6 0.638
PSR PSR1 0.681 Cronbach
Alpha 6
items =
0.868
PSR2 0.750
PSR3 0.749
PSR4 0.792
PSR5 0.806
PSR6 0.648
CL CL1 0.669 Cronbach
Alpha 6
items =
0.870
CL2 0.758
CL3 0.774
CL4 0.646
CL5 0.768
CL6 0.741
Source: Field Survey 2019
Results of the factor analysis as shown in the Table 3
indicated that all the 29 items yielded 5 components based
on Kaiser’s criterion of retaining eigenvalues greater than
1.0 [33]. The total variance explained shows that the first
World Academics Journal of Management Vol.8, Issue.1, Mar 2020
© 2020, WAJM All Rights Reserved 13
factor accounted for 30.866% while the other two factors
accounted for 54.455% of the variance. Furthermore, based
on the results of the rotated component matrix by using
PCA with varimax rotation, all the five variables with 26
items were retained for analysis. Cronbach’s Alpha was
used to verify internal consistency reliability of the items.
Table 3 showed the result of the internal consistency
reliability values of the constructs after the factor analysis.
PSR = 0.868, ESR=0.703, LSR=0.769, ETR= 0.807 and
CL = 0.870. This means that all the values revealed good
reliability as they exceeded the required threshold of
0.7[33].
Results of the factor analysis as shown in the Table 3
indicated that all the 29 items yielded 5 components based
on Kaiser’s criterion of retaining eigenvalues greater than
1.0 [33]. The total variance explained shows that the first
factor accounted for 30.866% while the other two factors
accounted for 54.455% of the variance. Furthermore, based
on the results of the rotated component matrix by using
PCA with varimax rotation, all the five variables with 26
items were retained for analysis. Cronbach’s Alpha was
used to verify internal consistency reliability of the items.
Table 3 showed the result of the internal consistency
reliability values of the constructs after the factor analysis.
PSR = 0.868, ESR=0.703, LSR=0.769, ETR= 0.807 and
CL = 0.870. This means that all the values revealed good
reliability as they exceeded the required threshold of
0.7[33].
Descriptive Statistics and Correlation Analysis
Table 4 Descriptive Statistics
N Mean Standard
Deviation
CL 422 3.9254 0.76864
ESR 406 3.7703 0.8677
LSR 399 3.8682 0.78655
ETR 392 3.6837 0.82067
PSR 399 3.0079 0.91326
Source: Field Survey 2019
Results of the Mean and Standard Deviation of the
constructs (PSR, ESR, LSR, ETR and CL) as shown in the
Table 4.4 revealed as follows: PSR (M=3.0079, SD=
0.91326). ESR (M= 3.7703, SD =0.8677) LSR (M=3.8682,
SD=0.78655), ETR (M=3.6837, SD=0.82067), CL (M=
3.9254, SD = 0.76864).
The Pearson correlation analysis was performed to verify
mutual relations between the constructs. Table 5 displayed
the correlation result for dependent and independent
variables. It shows that all the variables have a positive
relationship to CL. The result revealed that ESR, LSR,
ETR, and PSR correlate weakly to customer royalty by
41.3%, 44.7%, 57.3% and 36.7% respectively.
Table 5 Correlation Results CL ESR LSR ETR PSR
CL Pearson
Correlation
1 .413** .447** .573** .367**
Sig. (2-
tailed)
.000 .000 .000 .000
N 422 398 392 386 391
ESR Pearson
Correlation
.413** 1 .549** .456** .286**
Sig. (2-
tailed)
.000 .000 .000 .000
N 398 406 377 373 377
LSR Pearson
Correlation
.447** .549** 1 .512** .251**
Sig. (2-
tailed)
.000 .000 .000 .000
N 392 377 399 366 378
ETR Pearson
Correlation
.573** .456** .512** 1 .462**
Sig. (2-
tailed)
.000 .000 .000 .000
N 386 373 366 392 366
PSR Pearson
Correlation
.367** .286** .251** .462** 1
Sig. (2-
tailed)
.000 .000 .000 .000
N 391 377 378 366 399
**Correlation is significant at the 0.01 level (2-tailed)
Source: Field Survey Data 2019
Hypotheses Testing for the Interaction effect of ESR
and Gender on CL
The Table 6 below displayed the result for the interaction
effect of ESR and gender on CL. Firstly, direct effect of
ESR on CL of the Nigerian retail banks was tested. The
result showed that the p-value of ESR is positive and
significant at 5%, therefore ESR positively influenced CL.
Also, the result indicated that gender did not boost the
main effect of ERS in explaining CL by 0.04 percent (ΔR²
= 0.0004).When the interaction term between CL and ESR
is included in the model, the predictive power of ESR on
CL increased by 0.04 percent. Thus, the result revealed that
the interaction term did not boost the main effect to explain
variation in CL. This means that gender does not
significantly moderate the effect of ESR on CL.
Table 6 Test for Interaction effect of ESR and Gender on CL
Dependent Variable (CL)
Constant 2.1436*
ESR (Main effect) .4418*
Gender (moderator) .2272
ESR*Gender (interaction) -.0388
ΔR2 .0004
P-value of ΔR2 .7510
F-test 13.5689
P-value of F-test 0.0000*
* Significant at 5%.
Source: Field Survey Data 2019
World Academics Journal of Management Vol.8, Issue.1, Mar 2020
© 2020, WAJM All Rights Reserved 14
The figure 1 above showed the interaction plotting for the
predicted CL variable. The result indicated that there is no
interaction effect between ESR and Gender on CL since
the lines are parallel.
Figure 1 Plotting of the interaction effect of ESR and Gender on
CL
Hypothesis Testing for the Interaction effect of LSR
and Gender on CL Firstly, the direct effect of LSR on CL of the Nigerian
retail banks was tested. The result in Table 7 below
revealed that the p-value of LSR is positive and
insignificant at 5%, thus LSR has no positive effect on CL
of the Nigerian retail banks. This means that the gender did
not boost the main effect of LSR in explaining CL. The
introduction of the moderating variable between CL and
LSR increased the R square by 0.25 percent. Thus, the
interaction does not boost the main variable in explaining
the variation in CL. Therefore, gender does not
significantly moderate the relationship between LSR and
CL.
Table 7 Test for Interaction effect of LSR and Gender on CL
Dependent Variable (CL)
Constant 2.7241*
LSR (Main effect) .3074
Gender (moderator) -0.3905
LSR*Gender (interaction) 0.1037
ΔR2 .0025
P-value of ΔR2 .4845
F-test 13.1186
P-value of F-test 0.0000*
Source: Field Data Survey 2019
The figure 2 below shows the interaction plotting for the
predicted CL variable. The result indicated that there is no
interaction effect between LSR and Gender on CL since
the lines are parallel.
Figure 2 Plotting of the interaction effect of LSR and Gender on
CL
Hypothesis testing for the Interaction effect of ETR
and Gender CL
Firstly, the direct effect of ETR on CL of the Nigerian
retail banks was tested. The result Table 8 below showed
that the p-value of ETR is positive and significant at 5%;
therefore ETR has a positive effect on CL of the Nigerian
retail banks. Also, the result indicated that gender did not
improve the main effect of ETR in explaining CL. The
introduction of the moderating variable between CL and
ETR increased the R square by 0.03 percent. This means
that the interaction does not boost the main variable in
explaining the variation in CL. Hence, gender does not
significantly moderate the relationship between ETR and
CL.
Table 8 Test for Interaction effect of ETR and Gender on CL
Dependent Variable (CL)
Constant 2.1664*
ETR (Main effect) .4862*
Gender (moderator) -.1661
ETR*Gender (interaction) .0370
ΔR2 .0003
P-value of ΔR2 .7754
F-test 26.9420
P-value of F-test 0.0000*
Source: Field Survey Data 2019
Figure 3 below showed the interaction plotting for the
predicted CL variable. The result indicated that there is no
interaction effect between ETR and Gender on CL since
the lines are parallel.
World Academics Journal of Management Vol.8, Issue.1, Mar 2020
© 2020, WAJM All Rights Reserved 15
Figure 3 Plotting of the interaction effect of ETR and Gender on
CL
Hypothesis Testing for Interaction effect of PSR and
Gender on CL
Firstly, the direct effect of PSR on CL of the Nigerian
retail banks. The result of the result in Table 9 showed that
the p-value of PSR is positive and significant at 5%,
therefore, PSR has a positive effect on CL. Also, the
results indicated that the moderating role of gender did not
improve the main effect (PSR) in explaining CL. The
introduction of the moderating variable between CL and
PSR increased the R square by 0.03 percent. Thus, the
interaction does not boost the main variable in explaining
the variation in CL. Hence, gender does not significantly
moderate the relationship between PSR and CL in the
Nigerian retail banking sector.
Table 9 Test for Interaction effect of PSR and Gender on CL
Dependent Variable (CL)
Constant 3.1192*
PSR (Main effect) .2697*
Gender (moderator) -0.0923
PSR*Gender (interaction) 0.0287
ΔR2 0003
P-value of ΔR2 .7435
F-test 17.4440
P-value of F-test 0.0000*
Source: Field Survey Data 2019
The figure 4 below shows the interaction plotting for the
predicted CL variable. The result indicated that there is no
interaction effect between PSR and Gender on CL since
the lines are parallel.
Figure 4 Plotting of the interaction effect of PSR and Gender on CL
Discussion
The discussion is based on findings of the direct effect of
aspects of CSR namely, ESR, LSR, ETR and PSR on CL
as well as the findings of the four hypotheses formulated.
Regarding the findings of the direct effect, it was found
that ESR positively and significantly influenced CL. [34]
has also found positive effect of ESR on CL. In contrast,
[35] did not find positive relationship between ESR and
CL. Likewise; it was found that LSR has no significant
influence on CL. This concurs with finding of [20].
However, [9] have found positive and significant influence
of LSR on CL. Similarly, findings showed that ETR has a
positive effect on CL. But, [36] demonstrated that ETR has
no influence on consumer behaviour. Furthermore, results
indicated that PSR has a positive effect on CL. This
finding is in agreement with the finding of [19]. However,
[36] have showed that PSR has no effect on consumers’
behaviour.
Regarding the hypotheses tested, result for the null
hypothesis testing number one showed that gender did not
moderate the association between ESR and CL.
Consequently, null hypothesis H01 is confirmed. But, [19]
has demonstrated that gender moderated the influence of
CSR on brand loyalty. Similarly, result for the null
hypothesis testing number two has shown that gender did
not moderate the relationship between LSR and CL.
Therefore, H02 is accepted. This finding contradicted the
finding [13] who showed that gender moderated the
association between legal aspect of CSR and consumers’
responses. Furthermore, result for the null hypothesis
testing number three has indicated that gender did not
moderate the influence of ETR on CL. Consequently, H03
is supported. Reference [14] has found similar result.
Lastly, result for the null hypothesis testing number for
showed that gender did not moderate the association
between PSR and CL. Thus, H04 is supported. However,
[13] have showed the moderation of gender on the
relationship between PSR and CL.
The findings of this study have both theoretical and
managerial implications. From the theoretical perspective,
overall, the study has established the existence of positive
effect of CSR initiatives on customers’ loyalty. Thus, the
study contributes to CSR theory notably the stakeholder
theory and added to prior researches on CSR and customer
loyalty literature. Regarding the findings’ managerial
implications, the findings put forward that by
implementing CSR actions managers of the Nigerian retail
banks could establish customer loyalty. Consequently,
managers of the banks should invest funds on CSR
activities and execute well designed CSR programmes
toward improving CL. Lastly; the study did not confirm
the moderating role of gender on the link between CSR
and CL. Thus, managers need not to make segmentation of
CSR programmes on the basis of gender instead another
alternative be explored.
The study has various shortcomings. First, the use of
convenience sampling in selecting sample confines the
World Academics Journal of Management Vol.8, Issue.1, Mar 2020
© 2020, WAJM All Rights Reserved 16
generalisation of the findings. Probability sampling
technique is more favored for generalisation of results as it
provides equal chance for selection of respondents.
Secondly, being a cross sectional survey, findings could
not disclose customers’ behaviour over a long period.
Therefore, in order to overcome these limitations, future
studies should consider using longitudinal survey and
adoption of probability sampling technique in sample
selection.
V. CONCLUSION AND FUTURE SCOPE
The purpose of this study was to investigate the effect of
different dimensions of CSR activities namely: ESR, LSR,
ETR and PSR on CL toward the Nigerian retail banks with
gender as a moderator. The study concludes that CSR
practices of the Nigerian retail bank have a positive effect
on CL and the effect was not moderated by gender. This
study was cross sectional survey. Future studies should
consider using longitudinal survey.
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AUTHOR’S PROFILE
Maigana Amsami pursued B.Sc. Business Administration
(Banking and Finance), Master of Business Administration
(Finance) from University of Maiduguri, Nigeria in 1991 and
1998 respectively. Also, he pursued M.Sc. Islamic Banking and
Finance from the International Islamic University (IIUM),
Malaysia in 2015. He is presently pursuing Doctorate degree in
Banking Studies in Sudan University of Science and Technology,
Khartoum. Also, he is currently working as a lecturer in the
Department of Business Administration, Yobe State University,
Nigeria since 2018. Prior to joining the Yobe state University,
Maigana Amsami in the Yobe State Public Service as well as the
Yobe Investment Company Limited, Damaturu, Nigeria. He is a
registered student member of the Institute of Chartered
Accountants of Nigeria (ICAN). He has published several
research papers in local and international Journals. His main
research work focuses on Islamic business, Banking studies and
Corporate Social Responsibility.