This paper explores how customers' perceptions of fi rms' corporate social responsibility (CSR) and fairness in their pricing strategy determine customers' behaviour as users of fi nancial services. Specifi cally it proposes a model where CSR and price fairness positively determine customer loyalty through satisfaction and commitment. It also proposes that the entity's social responsibility actions infl uence customers' price fairness evaluations. To test this model, structural equation modelling is employed on a sample of 300 customers of banks and savings banks. Results show that both CSR and price fairness contribute to achieving customer loyalty, also confi rming the roles of satisfaction and commitment as mediating variables. In addition, it is also shown that CSR infl uences customer perceptions of price fairness, in such a way that customers perceive that socially oriented fi rms are also fairer in their pricing strategies.