The mismatch between consumer satisfaction and corporate social responsibility

While the positive effects of corporate social responsibility (CSR), e.g. increased loyalty and trust are well documented; researchers have failed to consider whether interest in society-related issues is relevant to an increasingly dissatisfied consumer base. After considering the current state of play in the Australian banking industry this paper proposes an agenda for future research. This paper proposes that research is required to assess whether strategies concerned with reducing fees on bank accounts and credit cards are likely to have a more positive impact on consumer satisfaction and loyalty than a broad range of CSR programs. This research agenda would advance the discipline’s knowledge base by moving our understanding beyond the positive impacts of society-related CSR programs.