The purpose of the current study is first to investigate attitudinal loyalty as a mediator of the relationship between corporate social responsibility (CSR)-fit and cross-buying, before examining the interaction of CSR-fit, CSR support, and quality of life in predicting cross-buying through attitudinal loyalty. In total, 821 bank customers provided data for this study by filling online and in-person surveys. The results from data analysis reveal that customers' perceived CSR-fit relationship with cross-buying behavior is mediated by their attitudinal loyalty toward their bank. Moreover, the conditional process analysis indicated that while CSR support strengthened the relationship of CSR-fit and attitudinal loyalty, quality of life weakened this relationship. Specifically, in response to their banks' CSR-fit, respondents with high CSR support and perceived low quality of life were the most likely to be loyal and engage in cross-buying behaviors. The least, however, are those with low support and perceived high quality of life. This study enlightens our understanding of the intricate relationship between CSR-fit perceptions and loyalty attitudes and behaviors. It further proposes a complex model investigating the psychological contingencies of the relationship and its marketing implication in the financial sector.

中文翻译：

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银行 CSR 契合度、客户生活质量和交叉购买：联合调节模型

本研究的目的是首先调查态度忠诚作为企业社会责任 (CSR)-fit 和交叉购买之间关系的中介，然后检查 CSR-fit、CSR 支持和生活质量在预测中的相互作用通过态度忠诚交叉购买。总共有 821 名银行客户通过填写​​在线和面对面调查为这项研究提供了数据。数据分析的结果表明，客户对交叉购买行为的感知 CSR 契合关系是由他们对银行的态度忠诚度调节的。此外，条件过程分析表明，虽然企业社会责任支持加强了企业社会责任契合和态度忠诚的关系，但生活质量削弱了这种关系。具体来说，为了响应其银行的 CSR 契合度，具有高企业社会责任支持和认为生活质量低的受访者最有可能忠诚并参与交叉购买行为。然而，最少的是那些支持率低和生活质量高的人。这项研究启发了我们对 CSR 契合认知与忠诚态度和行为之间错综复杂关系的理解。它还提出了一个复杂的模型，用于调查这种关系的心理偶然性及其在金融领域的营销意义。