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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.


Legal CSR (LSR) and Customer loyalty in the

Nigerian retail banking sector


Ethical CSR (ETR) and Customer loyalty in the Nigerian

retail banking sector.


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.

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World Academics Journal of Management Vol.8, Issue.1, Mar 2020


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.



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.

https://www.hotjar.com/poll-survey-sample-size-calculator

https://www.hotjar.com/poll-survey-sample-size-calculator



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


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



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)


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%.




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


Constant 2.7241*

LSR (Main effect) .3074

Gender (moderator) -0.3905

LSR*Gender (interaction) 0.1037

ΔR2 .0025


F-test 13.1186


Source: Field Data Survey 2019

The figure 2 below shows the interaction plotting for the


interaction effect between LSR and Gender on CL since


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


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


Constant 2.1664*

ETR (Main effect) .4862*

Gender (moderator) -.1661

ETR*Gender (interaction) .0370

ΔR2 .0003


F-test 26.9420



Figure 3 below showed the interaction plotting for the


interaction effect between ETR and Gender on CL since




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


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


Constant 3.1192*

PSR (Main effect) .2697*

Gender (moderator) -0.0923

PSR*Gender (interaction) 0.0287

ΔR2 0003


F-test 17.4440



The figure 4 below shows the interaction plotting for the


interaction effect between PSR and Gender on CL since


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



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.

REFERENCES

[1] A.B., Carroll, “The pyramid of corporate social responsibility:

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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.

http://dx.doi.org/10.1016/j.tranpol.2017.07.001

http://exec-ed.ac.nz/massey/fms/Colleges/College%20of%20Sciences/IIMS/RLIMS/Volume03/Dealing_with_Missing_Data.pdf

http://exec-ed.ac.nz/massey/fms/Colleges/College%20of%20Sciences/IIMS/RLIMS/Volume03/Dealing_with_Missing_Data.pdf

http://www.wrbrpapers.com/static/documents/March/2017/3.%20Noha.pdf

http://www.wrbrpapers.com/static/documents/March/2017/3.%20Noha.pdf

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