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The effects of corporate governance on the customer’s recommendations: a study of the banking sector at the time of COVID-19

Moez Ltifi (Department of Business Administration, College of Science and Humanities, Shaqra University, Al Duwadmi, Saudi Arabia and Higher Business School, Sfax University, Sfax, Tunisia)
Abir Hichri (Department of Accounting, Faculty of Economic Sciences and Management, Sfax University, Sfax, Tunisia)

Journal of Knowledge Management

ISSN: 1367-3270

Article publication date: 19 July 2021

Issue publication date: 6 January 2022

2059

Abstract

Purpose

This study aims to adopt a mixed-methods approach (accounting and business data) to analyse the effects of the financial institution’s governance on both the knowledge of social responsibility and the consumer’s attitudes and behaviours, and testing the moderating role of the brand identification in the banking sector during the COVID-19 pandemic. However, this concept has been neglected in previous studies.

Design/methodology/approach

Data were collected from a sample of 600 respondents in two major Tunisian cities. Participants were selected on the basis of a convenience sampling in which the structural equation modelling method was adopted through SMART PLS 3.0 software.

Findings

The results showed that good corporate governance has a positive influence on the knowledge of the company's social responsibility, which positively influences its brand image. Therefore, the company's brand image positively influences the customer’s satisfaction, which positively influences the recommending behaviour of the financial institutions in the COVID-19 era. However, the brand identification has no moderating effect.

Practical implications

Managers of financial institutions are advised to pay particular attention to good corporate governance, as it is mandatory for these companies to assume social responsibility and make it known to clients. Therefore, it is obvious to create a good image in the mind of the consumers to satisfy them to recommend the company in question. It is interesting to mobilise the period of health crisis (COVID-19) to create a favourable attitude among the customers because they are sensitive when evaluating and ranking financial institutions according to the relationships that exist especially during this period.

Originality/value

In fact, there are many studies that dealt with the banking sector. Some of them dealt with the sector through the institutional accounting section while others dealt with the sector through the commercial and marketing section. Therefore, the first contribution of this research is to test a mixed model made up of accounting and commercial data. This model is among the first to determine the effects of the financial institution's governance on the knowledge of social responsibility and on the consumer’s attitude and behaviour to test the moderating role of brand identification in the banking sector. The second contribution is to test this model in a period of health crisis (COVID-19). The third contribution is the use of a mixed sample of data collected from two regions. Then, the fourth contribution is the addition of tests for the verification, robustness and validation of the results obtained. Finally, the fifth contribution is the addition of control variables to test their effects on the research model.

Keywords

Citation

Ltifi, M. and Hichri, A. (2022), "The effects of corporate governance on the customer’s recommendations: a study of the banking sector at the time of COVID-19", Journal of Knowledge Management, Vol. 26 No. 1, pp. 165-191. https://doi.org/10.1108/JKM-06-2020-0471

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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