Do Corporate Social Responsibility Initiatives Favourable for Banks? Customer's Perceptions

Abstract

The main purpose of this research is to investigate the response of Pakistani banking customers towards corporate social responsibility initiatives. This study also seeks to investigate the importance level of each initiative as per the customers’ perceptions. The sample includes 300 banking customers of Rawalpindi and Islamabad in Pakistan. The data has been collected by survey methodology from banking customers of Habib Bank Limited and United Bank Limited through the use of a structured questionnaire. Regression and correlation have been employed as data analysis techniques. After the data analysis, it has been concluded that banking customers are entirely in the favor of taking CSR initiatives in the banking industry. The results also show that banking customers have given the highest priority to customer centric initiatives, with the philanthropic initiatives at the 2 nd and, environmental initiatives at the last.