RESOURCE-BASED VIEW & CUSTOMERS OF ISLAMIC BANKS: A QUANTITATIVE STUDY TO REFLECT LIGHT ON RELATIONSHIP IN THE PRESENCE OF CSR ACTIVITIES

Abstract

This study is one of the premiers in nature as it studies the indirect association of generic competitive strategies of Michael Porters with customers’ attitudes through CSR activities of Islamic Banks. Previously the relationship was tested for the performance of Islamic Banks but these forms of studies are rear with the perspective of full-fledged Islamic Banks. Thus, this study is beneficial for students, academicians, researchers, and policymakers for making theory understanding vivid and conducting more research work under the related domains. The findings of the study also signify the use of CSR activities by Islamic banks on customers’ attitudes and its mediating presence between Michael Porter’s generic strategies and customers’ attitudes.