Purpose – This paper aims to explore how social responsibility initiatives can influence perceived service quality and brand effect from the perspective of retail banking customers in Bangkok, Thailand. The paper also aims to examine the impact of trust as a mediating variable between...

Purpose – This paper aims to examine the roles of corporate social responsibility (a non service‐related concept) and perceived service quality (a service‐related concept) in determining the attitudinal and behavioral loyalty of customers in the retail banking sector in Bangkok, Thailand....