Scientific Papers

JOURNAL OF INTERNATIONAL STUDIES


© CSR, 2008-2013
ISSN: 2306-3483 (Online), 2071-8330 (Print)



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CSR as a driver of satisfaction and Loyalty in commercial banks in the Czech Republic

Vol. 8, No 3, 2015

Jiří Paulík

 

Tomas Bata University in Zlín Czech Republic

 

jiripaulik@email.cz

CSR as a driver of satisfaction and loyalty in commercial banks in the Czech Republic

Felix Kombo

 

Tomas Bata University in Zlín Czech Republic

 

felixkombo@gmail.com

 

Aleksandr Ključnikov

 

University of Business and Law

Czech Republic

 

kliuchnikov@gmail.com

ABSTRACT. This paper is focused on Corporate Social Responsibility (CSR) and its effects on satisfaction and loyalty of bank customers and employees in the Czech Republic. The aim of this paper is to figure out whether CSR strategy of bank affects satisfaction and loyalty of bank customers and employees. The research was conducted using quantitative method of questionnaire survey and descriptive statistics was used to analyze data to support the research results. It was found out that 87 % of Czech bank customers are satisfied with their banks. The data analysis also indicated a positive relationship between customer satisfaction and customer loyalty. However, based on the results, customers’ perception of CSR does not have significant effect on their satisfaction.

 

Received: July, 2015

1st Revision: September, 2015

Accepted: November, 2015

 

DOI: 10.14254/2071-8330.2015/8-3/9

JEL Classification: G21, M14

Keywords: : Corporate Social Responsibility, Satisfaction, Loyalty, Banking, Czech Republic