The Investigating of Influencing Factors on Customer Loyalty Outcomes in Myanmar Private Bank: The Corporate Social Responsibility (CSR) and Corporate Image Perspectives

The Investigating of Influencing Factors on Customer Loyalty Outcomes in Myanmar Private Bank: The Corporate Social Responsibility (CSR) and Corporate Image Perspectives

ASR (Asian Social Research) was first launched in 2014 by Chiang Mai University. However, it has a longer history, with its genesis in 2002 as part of Chiang Mai University Journal.This journal was split into two in 2007, with the formation of ASR's predecessor, the Chiang Mai University Journa...

Full description

Saved in:
Bibliographic Details
Main Authors: Pyae Phyo Aung, Phanasan Kohsuwan
Language:English
Published: Faculty of Social Sciences and Humanities, Chiang Mai University 2020
Subjects:
Corporate Social Responsibility (CSR)
Corporate image
Customer loyalty
Loyalty outcomes
Myanmar Private Banks
Online Access:http://cmuj.cmu.ac.th/uploads/asr_journal_list_index/204819430.pdf
http://cmuir.cmu.ac.th/jspui/handle/6653943832/68635
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Chiang Mai University
Language: English
id th-cmuir.6653943832-68635
record_format dspace
spelling th-cmuir.6653943832-686352020-05-20T04:41:50Z The Investigating of Influencing Factors on Customer Loyalty Outcomes in Myanmar Private Bank: The Corporate Social Responsibility (CSR) and Corporate Image Perspectives Pyae Phyo Aung Phanasan Kohsuwan Corporate Social Responsibility (CSR) Corporate image Customer loyalty Loyalty outcomes Myanmar Private Banks ASR (Asian Social Research) was first launched in 2014 by Chiang Mai University. However, it has a longer history, with its genesis in 2002 as part of Chiang Mai University Journal.This journal was split into two in 2007, with the formation of ASR's predecessor, the Chiang Mai University Journal of social Sciences and Humanities, which was later restyled as ASR in 2014, and began publishing online in 2015. The study aimed to analyze the impact of corporate social responsibility (CSR) and corporate image on customer loyalty and to examine the relationship between customer loyalty and loyalty outcomes of banking customers in Myanmar. This study focused on stakeholder CSR approach and corporate image as predictors of loyalty, Leading to loyalty outcomes. The quantitative research was used with structured questionnaire, and with convenience sampling 500 valid responses of banking customers were applied for data analysis by using a structural equation model. The results indicated that CSR and corporate image affected customer loyalty and customer loyalty bad positive relationships with five loyalty outcomes of banking customers. The findings could contribute to the service loyalty context in the aspect of stakeholder CSR and corporate image, including loyalty outcomes. Moreover, the findings could be applied to the development of CSR and corporate image strategies to retain banking customers, especially for private banks in Myanmar. 2020-05-20T04:41:49Z 2020-05-20T04:41:49Z 2019 ASR: Chiang Mai University.Journal of Social Sciences and Humanities 6,1 (Jan- 2019), p.1-18 2465-4329 http://cmuj.cmu.ac.th/uploads/asr_journal_list_index/204819430.pdf http://cmuir.cmu.ac.th/jspui/handle/6653943832/68635 Eng Faculty of Social Sciences and Humanities, Chiang Mai University
institution Chiang Mai University
building Chiang Mai University Library
continent Asia
country Thailand
Thailand
content_provider Chiang Mai University Library
collection CMU Intellectual Repository
language English
topic Corporate Social Responsibility (CSR)
Corporate image
Customer loyalty
Loyalty outcomes
Myanmar Private Banks
spellingShingle Corporate Social Responsibility (CSR)
Corporate image
Customer loyalty
Loyalty outcomes
Myanmar Private Banks
Pyae Phyo Aung
Phanasan Kohsuwan
The Investigating of Influencing Factors on Customer Loyalty Outcomes in Myanmar Private Bank: The Corporate Social Responsibility (CSR) and Corporate Image Perspectives
description ASR (Asian Social Research) was first launched in 2014 by Chiang Mai University. However, it has a longer history, with its genesis in 2002 as part of Chiang Mai University Journal.This journal was split into two in 2007, with the formation of ASR's predecessor, the Chiang Mai University Journal of social Sciences and Humanities, which was later restyled as ASR in 2014, and began publishing online in 2015.
author Pyae Phyo Aung
Phanasan Kohsuwan
author_facet Pyae Phyo Aung
Phanasan Kohsuwan
author_sort Pyae Phyo Aung
title The Investigating of Influencing Factors on Customer Loyalty Outcomes in Myanmar Private Bank: The Corporate Social Responsibility (CSR) and Corporate Image Perspectives
title_short The Investigating of Influencing Factors on Customer Loyalty Outcomes in Myanmar Private Bank: The Corporate Social Responsibility (CSR) and Corporate Image Perspectives
title_full The Investigating of Influencing Factors on Customer Loyalty Outcomes in Myanmar Private Bank: The Corporate Social Responsibility (CSR) and Corporate Image Perspectives
title_fullStr The Investigating of Influencing Factors on Customer Loyalty Outcomes in Myanmar Private Bank: The Corporate Social Responsibility (CSR) and Corporate Image Perspectives
title_full_unstemmed The Investigating of Influencing Factors on Customer Loyalty Outcomes in Myanmar Private Bank: The Corporate Social Responsibility (CSR) and Corporate Image Perspectives
title_sort investigating of influencing factors on customer loyalty outcomes in myanmar private bank: the corporate social responsibility (csr) and corporate image perspectives
publisher Faculty of Social Sciences and Humanities, Chiang Mai University
publishDate 2020
url http://cmuj.cmu.ac.th/uploads/asr_journal_list_index/204819430.pdf
http://cmuir.cmu.ac.th/jspui/handle/6653943832/68635
_version_ 1681752661108457472

Similar Items