The Effect of Corporate Social Responsibility on Loyalty According to the Role of Mediators

205 Pages·2017·3.17 MB·English

The Islamic University–Gaza ةزــغ – تــيملاـــــسلإا تــــــــــعمبـجلا

Research and Postgraduate Affairs بيلعلا ثبسارذلاو يملعلا ثحبلا نوئش

Faculty of Commerce ةربــــــــــــــــــجـــتلا تــــــــــــــــــيلـك

Master o f Business & Administration لبـــــــــــــــــــــــمعلأا ةرادإ زيتسجبم

The Effect of Corporate Social Responsibility on
Loyalty According to the Role of Mediators
(Satisfaction, Trust and Corporate Image) From
–
Clients Perspective
Case Study: Bank of Palestine – Gaza Strip

لماوعلا رودل اقفو ءلاولا ىمع ةيعامتجلاا ةيلوئسملا رثأ
رظن ةهجو نم )ةمظنملا ةروصو ةقثلا ،ليمعلا اضر (ةطيسولا
ءلامعلا

ةزغ عاطق – نيطسمف كنب : ةلاح ةسرا د

Mona Younis Abo Samra

Supervised by
Rushdy Abed Elatief Wady
Associate Professor in Business Administration
Thesis Submitted in Partial Fulfilment of Requirement for the Degree of Master
in Business Administration
April/ 2017
رارــــــــــــــقإ
:ناونعلا لمحت يتلا ةلاسرلا مدقم هاندأ عقوملا انأ
The Effect of Corporate Social Responsibility on Loyalty
According to the Role of Mediators (Satisfaction, Trust and
Corporate Image) From Clients Perspective
Case Study: Bank of Palestine – Gaza Srip

،ليمعلا اضر (ةطيسولا لماوعلا رودل اقفو ءلاولا ىمع ةيعامتجلاا ةيلوئسملا رثأ
ءلامعلا رظن ةهجو نم )ةمظنملا ةروصو ةقثلا

ةزغ عاطق – نيطسمف كنب : ةلاح ةسرا د
ًيلإ ةراشلإا تهت اه ءاىثتساب ،صاخلا يدٍج جاتى وٌ اهىإ ةلاسرلا يذٌ ًيمع تمهتشا اه نأب رقأ
يثحب وأ يهمع بقل وأ ةجرد ليىل نيرخلاا لبق نه مدقي مل اٍىه ءزج يأ وأ لكك ةلاسرلا يذٌ نأو ،درو اهثيح
.ىرخأ ةيثحب وأ ةيهيمعت ةسسؤه يأ ىدل
Declaration
I understand the nature of plagiarism, and I am aware of the University‘s
policy on this.
The work provided in this thesis, unless otherwise referenced, is the
researcher's own work, and has not been submitted by others elsewhere for any other
degree or qualification.
Student's name: Mona Younis Abo Samra :بلاطلا مسا
Signature: :عيقوتلا
Date: :خيراتلا

II

Abstract
The main purpose of this study is to examine the effect of Corporate Social
Responsibility (CSR) on Bank of Palestine's clients loyalty in Gaza Strip, and to
explore the role of mediators ( satisfaction, trust and corporate image ) in the
relationship between CSR and loyalty. The main dimensions of CSR are: economic,
legal, ethical, philanthropic/voluntary and environmental responsibility towards
clients and the community.
The study targets all branches of Bank of Palestine in Gaza Strip which are
eight.The descriptive analytical method was used and utilized both primary and
secondary sources of data. A structured questionnaire including 61 closed ended
questions were specially designed for this study. Questionnaires were distributed to
bank's clients at all branches. A number of 353 questionnaires were valid for
analysis .
The results show that Bank of Palestine is concerned of ( economic,
legal ,ethical ,voluntary and environmental ) responsibilities toward its clients and
community as a whole.
Philanthropic\voluntary responsibility has the most significant effect on
clients loyalty followed by environmental , legal and economic , while the ethical
responsibility has insignificant effect on clients loyalty.
Corporate image and customer satisfaction mediate the relationship between
CSR and loyalty. On the other hand, trust has insignificant effect on clients loyalty
and it dose not mediate the relationship between CSR and loyalty.

The main recommendations of this study are asserted to pay special attention
by banking sector to CSR through paying more efforts to develop banks economic,
legal, ethical , philanthropic and environmental responsibilities to gain clients
loyalty. Moreover, providing a training programs for bank's staff to increase their
ability and skills to solve the various issues and problems that customer faced,
improve their methods in handling clients complaints and problems in order to be
solved more quickly, and train their staff how to deal with different clients (be more
kind and professional) in order to leave a good impression in the mind of their
clients.
IV
تسارذلا صخلم
– نيطسمف كىب ءلاهع ءلاو ىمع ةيعاهتجلاا ةيلوئسهلا رثأ حيضوت ىلا ةسرا دلا يذٌ فدٍت
ةروص ، ةقثلا ، ءلاهعلا اضر ( ةيتلاا ةطيسولا لهاوعلا رود رابتخا ىلا فدٍتو اهك ، ةزغ عاطق
ةيعاهتجلاا ةيلوئسهلا داعبأ تىاكو ،ءلاهعلا ءلاوو ةيعاهتجلاا ةيلوئسهلا نيب ةقلاعلا ىمع ) ةهظىهلا
ءلاهعمل اٍٍيجوت متي يتلاو ةيئيبلاو ةيريخلا ، ةيقلاخلأا ، ةيىوىاقلا ، ةيداصتقلاا ةيلوئسهلا :يف لثهتت
. لكك عهتجهلاو
مت . ةزغ عاطق ءاحىأ عيهج يف ةرشتىهلا ةيىاهثلا ًعورفب نيطسمف كىب ةسرا دلا تفدٍتسا
.تاىايبلا عهج يف ةيوىاثلاو ةيلولاا رداصهلا ىمع داهتعلاا مت دقو يفصولا يميمحتلا جٍىهلا مادختسا
بسح عورفلا عيهج ىمع تاىابتسلاا عيزوت مت دقو قمغه لاؤس 66 نه ةىوكه ةىابتسا تههص
.ليمحتمل ةحلاص ةىيعمل يمكلا ددعلا نه ةىابتسا 353 عاجرتسا مت ، اٍباستحا مت يتلا ةىيعلا
، ةيداصتقلاا( ةيعاهتجلاا ةيلوئسهلا داعبأ قيبطتب نيطسمف كىب ماهتٌا ىده جئاتىلا تحضوأ
.عهتجهلاو اٍئلاهع ياجت )ةيئيبلاو ةيريخلا ، ةيقلاخلاا ، ةيىوىاقلا
ةيىوىاقلا مث ةيئيبلا ةيلوئسهلا كلذ يف اٍيمي ليهعلا ءلاو ىمع رثأ ربكأ اٍل ناك ةيريخلا ةيلوئسهلا
.كىبمل ليهعلا ءلاو ىمع ريثأت ًل دجوي لا ةيقلاخلأا ةيلوئسهلا نأ نيح يف ،ةيداصتقلااف
ءلاوو ةيعاهتجلاا ةيلوئسهلا نيب ةقلاعلا يف طيسولا رود نابعمي ءلاهعلا اضرو ةهظىهلا ةروص
رود بعمي لا ًىأو اهك ،ءلاهعلا ءلاو ىمع ريثأت ًل دجوي لا ةقثلا لهاع نأ نيبت اهىيب .كىبلاب ءلاهعلا
.ءلاولاو ةيعاهتجلاا ةيلوئسهلا نيب ةقلاعلا يف طيسولا
ريبك رثأ نه ًل اهل ةيعاهتجلاا ةيلوئسهلاب يكىبلا عاطقلا ماهتٌا ةرورض ىمع ةسرا دلا تصوا
،ةيداصتقلاا ( ةيعاهتجلاا ةيلوئسهلا داعبأ قيبطت ىمع زيكرتلا للاخ نه كلذو ءلاهعلا ءلاو ةدايز ىمع
.) ةيئيبلا و ةيريخلا ، ةيقلاخلاا ، ةيىوىاقلا
ريوطتل اٍيفظوهل ةيبيردت تراود دقعب كىبلا ماهتٌا ةرورضب ةسرا دلا تصوأ ، كلذ ىلا ةفاضا
ءلاهعلا يواكش عه لهاعتلا بومسأو قرط ريوطتو نوبزلا ًجاوت يتلا ةفمتخهلا لكاشهلا لحل مٍترا اٍه
ةبذٍهو ةقبل ةقيرطب ءلاهعلا ةفاك عه لهاعتلا ةيفيك ىمع مٍبيردت ىلا ةفاضا ، قدأو عرسأ لكشب اٍمحل
.ءلاهعلا نٌذ يف كىبلا نع لضفأ ةروص سكعت ىتح كلذو

V
الله الرحمن الرحيم مسب

هَ يذ ّلاوَ مْ كه ىم اوهىمَ آ هَ يذ ّلا هللَ ّ ا عَفزْ َي 

 ث بجَ رَ َد مَ لْ ع لْ ا اوهتوهأ

[ 11] :ةلداجملا

VI
Dedication

I dedicate this thesis to my beloved father and mother who
made me the person I am becoming….

To my husband for his love and belief in me….

To my little son Ibraheem …

To my family.. sisters and brothers

And To all those who sacrificed their rights to achieve this
work…

VII
Acknowledgment

First of all, I want to thank Allah for his infinite blessings and my parent for
their great support and encouragement.

I would like to express my gratitude to the supervisor Dr. Rushdy Wady for
the useful guidance, comments, remarks and engagement through the learning
process of this master thesis.

Furthermore I would like to thank the examiners Dr. Sami Abo Roos and Dr.
Alaedin Alsayed for their efforts and valuable notes..

To those who helped me in bank of Palestine to get the required
information ,distributing the questionnaires and collecting it for analysis.

My appreciation is presented to all who provide me an advice, support,
information, or encouragement in order to complete my master thesis.

VIII
List of Contents
Declaration ..............................................................................................................II
Abstract) English version) .................................................................................... IV
Abstract (Arabic version) ....................................................................................... V
Dedication ............................................................................................................ VII
Acknowledgment ............................................................................................... VIII
List of Contents..................................................................................................... IX
List of Tables ....................................................................................................... XII
List of Figures .................................................................................................... XIV
List of Appendix ................................................................................................. XV
Chapter 1 The Research General Framework ................................................................ 1
1.1 Introduction: ..................................................................................................... 2
1.2 Research Problem Statement: ............................................................................ 4
1.3 Research Questions : ......................................................................................... 5
1.4 Research Variables : ......................................................................................... 5
1.5 Research Hypotheses: ....................................................................................... 8
1.6 Research Objectives :........................................................................................ 9
1.7 Research Importance : .................................................................................... 10
1.8 Research Limitations: ..................................................................................... 11
1.9 Terms of the tudy ........................................................................................... 11
Chapter 2 Literature Review ........................................................................................ 13
Section 1 Corporate Social Responsibility ............................................................ 14
2.1.1 Introduction ................................................................................................. 14
2.1.2 Corporate Social Responsibilities Definitions .............................................. 15
2.1.2.1 Corporate Social Responsibility Development over Years : .................. 17
2.1.3 The Role Of Corporate Social Responsibility In Marketing ........................ 18
2.1.4 Theoretical Foundation of corporate social responsibility ............................. 19
2.1.5 Dimensions of Corporate Social Responsibility............................................ 20
2.1.5.1 Economic Responsibilities................................................................... 21
2.1.5.2 Legal Responsibilities ......................................................................... 24
2.1.5.3 Ethical Responsibilities ........................................................................ 25
2.1.5.4 Philanthropic Responsibilities ............................................................. 26
IX
2.1.5.5 Environmental Responsibilities: .......................................................... 27
2.1.6 Business aAdvantages of Corporate Social Responsibility ........................... 28
2.1.7 Corporate Social Responsibility in Banking Sector: ..................................... 30
Section 2 Customer loyalty .................................................................................... 32
2.2.1 Introduction ................................................................................................. 32
2.2.2 Loyalty Definitions ...................................................................................... 32
2.2.3 Loyalty Benefits ......................................................................................... 34
2.2.4 Service Loyalty Measures\ Dimensions ........................................................ 36
2.2.5 The Antecedents of Clients loyalty ............................................................. 40
2.2.5.1 Customer Satisfaction .......................................................................... 40
2.2.5.2 Customer Trust ..................................................................................... 43
2.2.5.3 Corporate Image .................................................................................. 46
2.2.6 Relations between the Antecedents ............................................................. 50
2.2.7 Corporate Social Responsibility and Customer Loyalty ............................... 52
Section 3 Population Profile .................................................................................. 53
2.3.1Introduction .................................................................................................. 53
2.3.2 Bank's Corporate Social Responsibility Activities ........................................ 54
Chapter 3 Previous Studies .......................................................................................... 58
3.1 Introduction .................................................................................................... 59
3.2 Local studies ( Palestinian Studies): ................................................................ 59
3.3 Regional Studies: ............................................................................................ 61
3.4 Foreign Studies: .............................................................................................. 64
3.5 Comment on the Previous Studies: .................................................................. 81
3.6 The Study Contribution................................................................................... 84
Chapter 4 Research Design and Methodology.............................................................. 86
4.1 Introduction .................................................................................................... 87
4.2 Study Procedures: ........................................................................................... 87
4.3 Data Sources and Methodology : .................................................................... 88
4.4 Population and Sample Size: ........................................................................... 89
4.5 Pilot Study ...................................................................................................... 90
4.6 Questionnaire Procedures: .............................................................................. 91
4.7 Data Measurement .......................................................................................... 92
X