Impact of bank’s Corporate Social Responsibilities on customer buying attitude: the case of Ghanaian universal banks

  • A.J.R. Ayam
  • F.K. Dorsaa
  • E. Anderson
  • S. Mensah
Keywords: Corporate Social Responsibility; Customer Buying Attitude; Customer Loyalty; Customer Relationship; Ghana Universal Banks

Abstract

Universal banks in Ghana have witnessed stiff competition and declining customer growth in recent times. These banks have sought to adopt Corporate Social Responsibility (CSR) activities as a means to attract and build customer confidence and loyalty. The study employed quantitative and correlation research approach--h with data collected using a 5-point Likert-Scale structured research instrument. The research instrument was self-administered to 342 universal bank customers in the Sunyani municipality to examine the relationship between the CSR factors and Banks customer buying attitude. The results of the study revealed that there was a medium to small positive correlation between the CSR factors and banks customer buying attitude. The study’s recommendations should assist universal banks in Ghana to tailor their CSR activities to achieve optimum customer confidence and loyalty.

Published
2022-09-29
Section
Articles

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eISSN: 2026-5336