Purpose

The purpose of this study is to contribute to the theory and practice of financial services marketing in sub-Saharan Africa (sSA) by investigating how financial service providers are developing corporate social responsibility (CSR) practices, in particular, seeking to uncover the involvement of stakeholders.

Design/methodology/approach

Following an interpretivist approach, the study uncovers fresh and context-rich insights through an analysis of a multiple case study consisting of retail banks in Ghana. Data consist of semi-structured interviews with senior managers and analysis of documents and archives.

Findings

The study uncovers three key CSR practices practised by the retail banks: giving, community and corporate reputation/brand with which their stakeholders are only to some extent involved. Banks not as yet drawing extensively on stakeholder resources for CSR practices.

Research limitations/implications

The study uses an inductive and in-depth approach to explore contextual insights into CSR, but with subsequent limitations on how far the findings can be extended.

Practical implications

The study offers outline for financial services marketing involving stakeholders in CSR.

Social implications

It discovers that banks acquire social capital through their CSR activities in the community.

Originality/value

The study contributes to financial services marketing theory and practice through an evidence-based framework uncovering the development of CSR through practices that as yet draw on stakeholder resources to a limited extent. Research suggests that CSR practices are dynamic and subject to a range of situational conditions.

中文翻译：

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发展金融服务中的企业社会责任

目的

本研究的目的是通过调查金融服务提供商如何制定企业社会责任 (CSR) 实践，特别是寻求揭示撒哈拉以南非洲 (sSA) 金融服务营销的理论和实践，从而为撒哈拉以南非洲 (sSA) 的金融服务营销理论和实践做出贡献。利益相关者。

设计/方法/方法

该研究采用解释主义方法，通过对由加纳零售银行组成的多个案例研究的分析，揭示了新鲜且内容丰富的见解。数据包括与高级管理人员的半结构化访谈以及对文件和档案的分析。

发现

该研究揭示了零售银行实施的三个关键企业社会责任实践：捐赠、社区和企业声誉/品牌，其利益相关者仅在一定程度上参与其中。银行尚未广泛利用利益相关者资源进行企业社会责任实践。

研究限制/影响

该研究使用归纳和深入的方法来探索对企业社会责任的上下文洞察，但随后对研究结果的扩展程度有所限制。

实际影响

该研究提供了涉及企业社会责任利益相关者的金融服务营销大纲。

社会影响

它发现银行通过其在社区中的 CSR 活动获得社会资本。

原创性/价值

该研究通过一个循证框架为金融服务营销理论和实践做出了贡献，该框架揭示了通过在有限程度上利用利益相关者资源的实践来发展企业社会责任。研究表明，企业社会责任实践是动态的，并受一系列情境条件的影响。