Title: Investigating customer uncertainty and satisfaction in the banking industry: the role of organisational silence towards the customer, organisational hypocrisy and corporate social irresponsibility

Authors: Omid SolatiNik; Reza Salehzadeh; Seyed Mehdi Mirmehdi

Addresses: Department of Management, Shahid Ashrafi Esfahani University, Isfahan, Iran ' Department of Management, Shahid Ashrafi Esfahani University, Isfahan, Iran ' Department of Management, Malayer University, Malayer, Iran

Abstract: The purpose of this paper is to investigate the effect of organisational silence towards customer, organisational hypocrisy and corporate social irresponsibility on customer uncertainty and satisfaction. A cross-sectional research design, drawing upon a questionnaire survey was employed to collect data from a sample of bank customers in Iran. Structural equation modelling was performed to test the relationship among the research variables using findings from the 1,095 participants. The results revealed that organisational silence towards customers, organisational hypocrisy and corporate social irresponsibility positively influenced customer uncertainty and satisfaction. In addition, customer uncertainty was a direct antecedent of customer satisfaction. This study contributes to the literature of customer satisfaction in the banking industry by being the first to investigate the simultaneous impact of organisational silence, organisational hypocrisy, corporate social irresponsibility and customer uncertainty on customer satisfaction.

Keywords: customer satisfaction; customer uncertainty; organisational silence towards customer; organisational hypocrisy; corporate social irresponsibility.

DOI: 10.1504/IJBIR.2023.134256

International Journal of Business Innovation and Research, 2023 Vol.32 No.1, pp.25 - 46

Accepted: 26 Mar 2021
Published online: 17 Oct 2023 *

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