Banks CSR‐fit, customers' quality of life, and cross‐buying: A joint moderation model

Abstract

AbstractThe purpose of the current study is first to investigate attitudinal loyalty as a mediator of the relationship between corporate social responsibility (CSR)‐fit and cross‐buying, before examining the interaction of CSR‐fit, CSR support, and quality of life in predicting cross‐buying through attitudinal loyalty. In total, 821 bank customers provided data for this study by filling online and in‐person surveys. The results from data analysis reveal that customers' perceived CSR‐fit relationship with cross‐buying behavior is mediated by their attitudinal loyalty toward their bank. Moreover, the conditional process analysis indicated that while CSR support strengthened the relationship of CSR‐fit and attitudinal loyalty, quality of life weakened this relationship. Specifically, in response to their banks' CSR‐fit, respondents with high CSR support and perceived low quality of life were the most likely to be loyal and engage in cross‐buying behaviors. The least, however, are those with low support and perceived high quality of life. This study enlightens our understanding of the intricate relationship between CSR‐fit perceptions and loyalty attitudes and behaviors. It further proposes a complex model investigating the psychological contingencies of the relationship and its marketing implication in the financial sector.