期刊名称：International Research Journal of Finance and Economics
印刷版ISSN：1450-2887
电子版ISSN：1450-2887
出版年度：2017
期号：161
页码：81-95
出版社：European Journals Inc.
摘要：The financial crisis and consequences has significantly highlighted the need for integration of corporate social responsible (CSR) in the banking business. Banking industry allocates vast amount of funds to emphasis on various CSR strategies in the marketplace. However, there are just few studies investigate how retail bank customers response to different CSR initiatives. The study investigates ASEAN bank customers’ perception towards Corporate Social Responsibilities (CSR) initiatives among three stakeholder groups: customers themselves, community and environment. The sample includes 200 bank customers of major banks in Vietnam. Empirical survey and snowball sampling have been carried out to collect customers’ reactions. As a result, 190 valid questionnaires were employed in reliability test, exploratory factor analysis (EFA), multiple regression and analysis of variance (ANOVA) to examine customer attitude and behavioral intentions toward banking CSR and their choice of banking services. The analysis shows that banking customers are entirely in the favor of CSR initiatives in the banking industry with emphasis on customer centric initiatives.
关键词：Corporate Social Responsibility; CSR initiatives; Customer choice of banks; Customer Centric; Philanthropy; Environmental Protection
