UTICAJ DRUŠTVENO ODGOVORNOG POSLOVANJA NA IMIDŽ BRENDA, ZADOVOLJSTVO I LOJALNOST KLIJENATA U BANKARSKOJ INDUSTRIJI BIH
THE INFLUENCE OF SOCIALLY RESPONSIBLE BUSINESS ON THE BRAND IMAGE, SATISFACTION AND LOYALTY OF CUSTOMERS IN THE BANKING INDUSTRY OF BIH

Summary/Abstract: Corporate social responsibility (CSR) is considered to be not just organisational function but also a mean for establishing relationship with stakeholders and increasing a company's reputation. The concept of corporate social responsibility arises from a growing conviction that modern companies are increasingly accuntable for their role in society.The World Business Council for Sustainable Development (WBCSD) organization describes a concept of corporate social responsibility as "the commitment of the economy to contribute to sustainable development, working with employees, the local community and the entire society to improve a life quality". To resist the ever-increasing pressures coming from society, but also the trends which are desirable to follow, companies voluntarily introduce corporate social responsibility to every segment of their business. This survey takes the banking population of Bosnia and Herzegovina as an example in exploring the impact of perceptions of different types of corporate social responsibility on perceiving the bank’s image, satisfaction and loyalty of the clients. Total 410 validated questionnaires were collected within this research. SEM methodology was used to examine the conceptual model.

• Details
• Contents