Corporate Social Responsibility (CSR): A Striving Force To Retain Customers

Abstract

The customers’ awareness and attitude towards CSR practices in banking sector with special reference to State Bank of India was focused in this study. The major objectives of the study is to establish the extent customer awareness and attitude towards CSR activities carried out by SBI and to determine the effects of corporate social responsibility activities on customer loyalty. The results of the study showed that the CSR practices of SBI to the customers the study established that they specifically derived prestige from the socially responsible brand and also shared in the increased share value created for the investors and the economic, social and environmental benefits enjoyed by the communities. The study established that the regulators were interested in corporate citizenship of the players through the practice of CSR as embodied by State Bank of India (SBI).