Corporate social responsibility and brand loyalty in nepalese commercial banks

Abstract

The research aims to evaluate corporate social responsibility (CSR) and brand loyalty in Nepalese commercial banks. It analyzes the relationships between economic, legal, ethical, environmental, and social responsibilities and their effects on brand loyalty in these banks. The study utilizes both descriptive and causal research designs. The population consists of commercial bank customers in Nepal, with a sample of 411 respondents selected through convenience sampling. Primary data were collected from these customers using a questionnaire. Reliability and statistical analysis, including descriptive, correlation, and regression analysis, were conducted. The findings indicate that banks perform well in economic, environmental, legal, ethical, and customer loyalty dimensions, with particular strengths in environmental and economic responsibilities. However, social responsibility shows comparatively lower satisfaction and greater variability. Economic, legal, ethical, and social responsibilities have a significant relationship with customer brand loyalty, while environmental responsibility does not show a statistically significant connection. Overall, the impact of all CSR dimensions on brand loyalty is significant. Keywords: CSR, brand loyalty and Nepalese commercial bank