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Bank customers’ preferences and responses to Corporate Social Responsibility (CSR) initiatives in Ghana
African Journal of Business Ethics Pub Date : 2016-10-01 , DOI: 10.15249/10-1-107
Ebo Hinson , Anne Renner , Helena van Zyl

The study seeks to investigate Ghanaian bank customers’ ranked preference for corporate social responsibility (CSR) initiatives and determine which initiative has the greatest effect on attitude and behaviour toward banks. A sample of 384 retail bank customers is employed in the study. Applying a one-way MANOVA and two uni-variate ANOVAs, the study finds that customers have the highest preference for corporate philanthropy initiatives, followed by customer-centric and community volunteering initiatives. Additionally, the overall effects of CSR initiatives on customers’ attitude and behavioural intentions toward bank brands are found to be significant. More specifically, the study finds, using a Scheffe post-hoc test, that corporate philanthropy initiative have the greatest effect on both attitude and behavioural intentions towards bank brands. Based on the findings, the study recommends that the best type of CSR initiative that retail banks should apply to stimulate customers’ attitude and behaviour towards their brands in Ghana is corporate philanthropy initiatives.

中文翻译:

银行客户对加纳企业社会责任(CSR)计划的偏好和回应

该研究旨在调查加纳银行客户对企业社会责任(CSR)举措的排名偏好,并确定哪种举措对银行的态度和行为影响最大。该研究采用了384家零售银行客户的样本。研究采用单向MANOVA和两个单变量ANOVA,发现客户对公司慈善计划的偏好最高,其次是以客户为中心的社区志愿计划。此外,发现企业社会责任举措对客户对银行品牌的态度和行为意图的总体影响是显着的。更具体地说,该研究使用Scheffe事后检验发现,企业慈善计划对银行品牌的态度和行为意图的影响最大。
更新日期:2016-10-01
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