TITLE:
CSR Impact of Bangladeshi Bank on Consumer Loyalty: Trust and Satisfaction Roles during COVID-19
AUTHORS:
Md Jahir Uddin Khan, Shouming Chen, Md Zakir Hossain Khan, Md Abid Hasan
KEYWORDS:
CSR, COVID-19, Corporate Image, CSR Trust, Corporate Evaluation, PLS-SEM, Corporate Reputation, Customer Satisfaction and Customer Loyalty
JOURNAL NAME:
Open Journal of Business and Management,
Vol.13 No.6,
November
27,
2025
ABSTRACT: This study examines how consumer loyalty was affected by private banks’ CSR actions in Bangladesh during the COVID-19 epidemic, with a particular emphasis on the mediating effects of satisfaction and trust. The purpose of the study is to comprehend the connections between corporate reputation, trust, customer happiness, loyalty, and the economic, legal, ethical, philanthropic, and environmental aspects of corporate social responsibility. An online survey was used to gather data from 405 bank clients in Bangladesh using a quantitative approach. The study evaluated consumers’ impressions of CSR initiatives throughout the epidemic. To evaluate the data and look for connections between variables, partial least squares structural equation modeling (PLS-SEM) was used. The results show that corporate social responsibility (CSR) activities greatly improve a company’s reputation, customer happiness, and trustworthiness. In particular, economic and ethical responsibilities enhance business reputation, while legal and philanthropic responsibilities significantly increase consumer trust. Legal requirements also have a favorable effect on how customers view banks. The study shows that the relationship between CSR initiatives and customer loyalty is mediated by customer happiness and trust. These findings have significant theoretical and practical implications. The study enhances scholars’ understanding of CSR’s impact on consumer behavior, particularly in times of crisis. According to the findings, banks should give legal and charitable CSR initiatives top priority in order to increase customer loyalty and trust especially in trying times like the COVID-19 pandemic. By honing their CSR tactics, banks can improve their reputation and build a loyal clientele.