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Purpose This study aims to examine the effect of implementing and marketing Islamic bank corporate social responsibility (CSR) on the performance of Islamic banks moderated by the community’s religious commitment. Design/methodology/approach The research was conducted at branch offices of Islamic banks in Indonesia with a sample of 251 branches. The questionnaire was distributed for six months. All variables are measured using previous studies’ instruments and Smart PLS 3.0 to analyze the data. Findings This study found that CSR implementation had a direct effect, while CSR evaluation and CSR marketing had no significant effect on performance. The results also show that community religious commitment negatively moderates the effect of CSR evaluation on performance and positively moderates the effect of CSR marketing on performance. Research limitations/implications This research contributes to the literature on Islamic marketing and financial services management by reporting that CSR marketing in the context of a religious society has a significant effect on improving branch bank performance. Hence, this study expands the understanding of stakeholder and environmental contingency theories by assessing society’s role and perceptions in determining Islamic banks’ performance. Practical implications Practically, this research helps bank managers to encourage people to become Islamic bank customers using CSR information. Originality/value This study reveals the role of community religious commitment as a moderator for the effectiveness of CSR marketing in improving performance. Previous research has never examined the role of this variable.
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Stored only when both papers are in the corpus — 14 citations exist upstream.
Papers that cite the same references — the relational fallback while embeddings are still backfilling.
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