Does corporate sustainability affect customer loyalty in Malaysian banking industry?

Lau, Ye Min and Ling, Sharon Shu Hien and Goo, Xin Yee and Chooi, Kelly and Looi, Ying Jue (2022) Does corporate sustainability affect customer loyalty in Malaysian banking industry? Final Year Project, UTAR.

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Abstract

Nowadays, there are a lot of issues happening in the global level such as climate change and the outbreak of COVID-19. All of these issues leads to the public concern towards sustainability. Hence, the companies who really care about the society and environment regardless of their size will indirectly receive a higher willingness from the customers to buy with them. The study aimed to examine the whether the corporate sustainability does affect customer loyalty of Malaysian banks among tertiary students. In terms of corporate sustainability, there are three dimensions to be study which are economic, social and environmental dimensions. The study will be analysis through Scientific Package for Social Sciences (SPSS) software to run the pilot study, descriptive analysis, inferential analysis and also the reliability test. In addition, the target respondents are those tertiary students with at least one bank account and currently studying at either public or private higher education institutions. As a result, there are 400 responses received from the respondents. The result of the study shown that there is significant relationship between corporate sustainability (included economic, social and environmental dimensions) and customer loyalty of Malaysian banks among tertiary students.

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