The Corporate Social Responsibility towards Customer Attitudes

Abstract

Since corporate social responsibility CSR has become a vital and involving concept in today s world, companies are involving CSR activities with the intention of gaining competitive advantage therefore identifying customer attitude towards CSR in important their society and customer expect marketers to involved their business in society responsible manner. Thus is becomes necessary for the corporate social responsibility business to adopt customer attitude to full fill the social expectations of their customer’s and society. Hence marketers are expected to develop a socially respectable business behavior. This study examined the research problem of weather CSR influence customer attitude in People’s Banks. This research was carried out with the objectives of analysis and evaluating the influence of CSR on customer attitude in People’s Banks. This study examined the research problem of this study. To identify the CSR towards different aspects of customer’s attitude in People’s Banks with special reference to the Badulla district area. Furthermore conceptual model has been developed to understand the level of influence of the four research variable on CSR. All the People’s Banks customers in Badulla district was concerned as population of the research and 385 sample was selected from the population by using convenience sampling method. Structured questionnaire were used to collect data from the selected samples. For the analysis part, Mean and Standard Deviation used under the Univariate analysis. Moreover, correlation and regression analysis were used under the bivariate analysis. Through the analysis, it was identified that there is a strong positive customer’s attitude among the People’s Banks customers in Badulla district. And also, it was identified ethical responsibility has highest impact on customer’s attitude than other three independent variables (economic responsibility, legal responsibility and philanthropic responsibility). Moreover, among independent variables legal responsibility has highest relationship with customer’s attitude.