publication . Article . Other literature type . 2009

Customer expectations of CSR, perceived service quality and brand effect in Thai retail banking

Poolthong, Yaowalak; Mandhachitara, Rujirutana;
  • Published: 04 Sep 2009 Journal: International Journal of Bank Marketing, volume 27, pages 408-427 (issn: 0265-2323, Copyright policy)
  • Publisher: Emerald
Purpose – This paper aims to explore how social responsibility initiatives can influence perceived service quality and brand effect from the perspective of retail banking customers in Bangkok, Thailand. The paper also aims to examine the impact of trust as a mediating variable between perceived service quality and brand effect.Design/methodology/approach – The study is quantitative in nature, using the responses of 275 bank customers to a closed‐end questionnaire administered on a face‐to‐face basis by trained fieldworkers. The data analysis is performed by partial least squares (PLS), a second generation statistical SEM variance‐based modeling technique.Finding...
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