© 2017 Emerald Publishing Limited.Purpose - The paper aims to focus on the relationships among corporate social responsibility (CSR), overall service quality (OSQ), company reputation and affective commitment. It investigates whether service quality or CSR is the primer driver of affective commitment. Also, the mediating role of company reputation was examined. Design/methodology/approach - Structural equation modelling analysis provided support for the hypotheses from a sample of 522 retail banking consumers in Turkey. Findings - Findings show that both CSR and OSQ influence affective commitment through the mediator role of company reputation. Originality/value - This study tests and confirms that corporate reputation plays a mediator role along the paths from CSR and OSQ to affective commitment. Also, this study expands the traditional view of CSR's and OSQ effect on customers and suggests that CSR and OSQ do affect not only company reputation but also affective commitment.