Journal Article

The Role of Corporate Social Responsibility in Enhancing the Performance of Marketing Banking

Mrezegue, Imane, Boudi, Abdelkader

2024

Overview

This study aims to explore the role of social responsibility in its various dimensions (economic, legal, ethical, and charitable) in enhancing bank marketing performance. A field study was conducted on a sample of bank agencies in the region. To achieve the study's objectives, a sample of 72 staff members was examined using descriptive and analytical methodologies, deemed most appropriate for such research. The study utilized a questionnaire as the primary tool for data collection and employed various statistical methods. Data analysis and hypothesis testing were carried out using the SPSS25 statistical software package, with appropriate statistical procedures applied. The study revealed several findings, the most significant of which confirmed the existence of both direct and indirect positive relationships between social responsibility and marketing performance. The study recommends that an independent management structure dedicated to social responsibility should be established within the organization. This management should plan and implement social responsibility programs, coordinate with relevant authorities, and organize seminars, open days, lectures, and conferences on the moral, social, and charitable responsibilities of institutions. These activities aim to share expertise in this field with other institutions and encourage them to adopt similar approaches.

• Publisher: جامعة حسيبة بن بوعلي الشلف - مخبر تنمية تنافسية المؤسسات الصغيرة والمتوسطة الجزائرية في الصناعات المحلية البديلة
• Subject: الأداء المصرفي / الاستراتيجيات التسويقية / الجزائر / الوكالات البنكية