Citation:

Muhamad Bhayuta Yudhi Putera, Melia Famiola. "Attitudinal Loyalty Manifestation in Banking CSR: Cross-Buying Behavior and Customer Advocacy" International Research Journal of Economics and Management Studies, Vol. 3, No. 3, pp. 233-245, 2024.

Abstract:

This study in the banking industry examines the influence of attitudinal loyalty on customer advocacy and cross-buying behavior, alongside the moderating roles of Quality of Life and Corporate Social Responsibility (CSR) support in the CSR-fit and loyalty relationship. Employing Structural Equation Modeling (SEM) it reveals that higher attitudinal loyalty significantly boosts customer advocacy and propensity for cross-buying. The findings highlight the importance of nurturing customer loyalty through valuable and relevant offering as CSR-fit alone does not define the loyalty of the banking customer. Banks are advised to target customers with a high Quality of Life and engage with those who support CSR initiatives aligning with the bank’s objectives, to enhance loyalty and deepen customer relationships.

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Keywords:

Attitudinal Loyalty, Banking Industry, Corporate Social Responsibility, Cross Buying Behavior, Customer Advocacy, Quality of Life, Structural Equation Modeling.