Attitudinal Loyalty Manifestation in Banking CSR: Cross-Buying Behavior and Customer Advocacy

Abstract: This study in the banking industry examines the influence of attitudinal loyalty on customer advocacy and cross buying behavior, alongside the moderating roles of Quality of Life and Corporate Social Responsibility support in the CSR fit and loyalty relationship. Employing Structural Equation Modeling, it reveals that higher attitudinal loyalty significantly boosts customer advocacy and propensity for cross buying. The findings highlight the importance of nurturing customer loyalty through valuable and relevant offerings, as CSR fit alone does not define the loyalty of the banking customer. Banks are advised to target customers with a high Quality of Life and engage with those who support CSR initiatives aligning with the banks objectives, to enhance loyalty and deepen customer relationships.