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Vidisha Gunesh Ramlugun and Wendy Geraldine Raboute

Abstract

This study aims to determine how CSR activities of banks in Mauritius impact on customers’ satisfaction and loyalty towards banks. A stakeholder approach to CSR and Carroll’s (1991) four part definition was adopted, which included economic, legal, ethical and philanthropic corporate social responsibilities. A three- section questionnaire was used for data collection. 384 questionnaires were distributed, out of which 352 were returned. The results indicate that philanthropic CSR, economic CSR and ethical CSR, in their order of descending importance, are significant predictors of customer satisfaction and loyalty. The study shows that legal responsibilities however did not influence customer satisfaction and loyalty. The study concludes that philanthropic, economic and ethical CSR could be areas to further investigate with a view to benefit from competitive advantage in the banking sector. The study purports to contribute to existing literature by providing evidence that Carroll’s model may not be applicable in non-western context, more particularly so, in small economies. The study also advocates future research avenues.