Research Information System
International Journal of Sustainable Development and Planning, vol.19, no.1, pp.109-121, 2024 (Scopus)
In the rapidly evolving landscape of modern banking, where customer satisfaction and loyalty are paramount, this study explores a pioneering strategy by integrating philanthropic and environmental responsibility into the digital content marketing approach within the Jordanian commercial banking sector. The sample consists of e-customers who have commercial bank accounts from 13 commercial banks in Jordan. Surveying n=395 customers through online questionnaires, the analysis reveals a positive correlation between philanthropic initiatives and heightened customer satisfaction and loyalty, underscoring the potential for banks to strategically engage in such endeavors. The partial least squares (Smart-PLS) analysis is used to run the measurement and structural models. Notably, the study recommends the utilization of social media programs as a practical avenue within the philanthropic responsibility framework, recognizing them as highly effective tools for customer outreach in the intensely competitive Jordanian banking sector. This integration aligns with the broader recommendation to adopt a customer-centric approach, addressing overlooked needs, and maximizing the impact of Corporate Social Responsibility (CSR) dimensions on customer satisfaction and loyalty. The study emphasizes that well-executed CSR programs, especially when integrated with digital content marketing strategies, can significantly enhance customer satisfaction, and maximizing customer loyalty in the fiercely competitive Jordanian banking landscape.