A survey of private-bank customers in Myanmar found no significant direct CSR effect on satisfaction and no supported overall indirect effect. Perceived crisis conditions were positively associated with satisfaction and slightly strengthened the CSR-satisfaction relationship.
Key findings
- CSR predicted perceived economic sustainability and crisis environment but not satisfaction directly, and the total indirect effect was unsupported. Crisis environment predicted satisfaction (β=0.116, p=0.026), while the CSR-by-crisis interaction was small (β=0.068); R² for satisfaction was 0.460.
Why this matters globally
The findings matter to banks in volatile emerging markets by suggesting that CSR should be assessed alongside credible crisis management rather than by activity volume alone.
Thai researcher contribution
KMITL Business School researchers developed and tested the customer-behaviour model in a neighbouring Southeast Asian market, contributing cross-border regional evidence.
Limitations to consider
The cross-sectional self-report design is vulnerable to common-method bias and cannot establish temporal order. The moderation effect is small, and Myanmar's context may not generalise elsewhere.