Abstract
As the demand for a more sustainable society increases, adopting a sustainable banking approach serves as a competitive advantage for banks that are focused on attaining bank loyalty. This study revolves around understanding the role of sustainable banking practices in bank loyalty while exploring the mediating effect of corporate image on the relationship between sustainable banking practices and bank loyalty. For this study, 511 questionnaires derived from customers of the banking sector were adopted. Results from structural equation modeling showed that sustainable banking practices positively and directly affected bank loyalty and corporate image, corporate image directly and positively affected bank loyalty, and corporate image also mediated the relationship between sustainable banking practices and bank loyalty.
Highlights
The deterioration of the climate, which can be traced to unsustainable practices, calls for the development and adoption of a more sustainable approach for the daily activities of humans
Social sustainability focuses on striking a balance between the attainment of basic needs and not dilapidating the environment [10].Organizational sustainability emphasizes the need for firms to be more concerned and committed to the future well-being of the organization’s environment while pursuing present goals [1]
The primary aim of this study was centered on the role of sustainable banking in bank loyalty as well as the mediating effect of corporate image on the relationship between sustainable banking practices and bank loyalty
Summary
The deterioration of the climate, which can be traced to unsustainable practices, calls for the development and adoption of a more sustainable approach for the daily activities of humans. A sustainable approach is considered to be one involving practices that enhance the attainment of both the present needs of humanity as well as the needs of the future [1]. This requires the development of a blueprint that ensures the attainment of these needs [2]. Social sustainability focuses on striking a balance between the attainment of basic needs and not dilapidating the environment [10].Organizational sustainability emphasizes the need for firms to be more concerned and committed to the future well-being of the organization’s environment while pursuing present goals [1]
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