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

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. © CSR, 2015.