ABSTRACT
This report is based on corporate social responsibility. This project report contains the meaning of CSR which includes the advantage of CSR towards bank, society, responsibility of corporate houses, objective of CSR, motive of CSR, responsibility towards customer. This document is all about multidimensional growth of customers for which the bank liable for their service selling. This process leads to upliftment of people life. The banks are not bind to do so but the do these kind of activities for creating a goodwill sense among their customer which leads to growth in lifestyle of the overall society. This gives better environment to the society in which the bank is working. Hence, the present study titled “A STUDY ON EFFECTIVENESS OF CORPORATE social responsibility TOWARDS CUSTOMERS OF COMMERCIAL BANKS IN MADURAI”, has assumed greater significance.
Introduction
Corporate social responsibility ( CSR, also called corporate conscience, corporate citizenship, social performance, or sustainable responsible business/Responsible Business) is a form of corporate self-regulation integrated into a business model. CSR policy functions as a built-in, self-regulation mechanism whereby a business monitors and ensures its active compliance with the spirit of the law, ethical standards, and international norms. CSR is a process with aim to embrace responsibility for the banks actions and encourage a positive impact through its activities on the environment, consumers, employees, communities, stakeholders and all other members of the public sphere who may also be considered as stakeholders.
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STATEMENT OF THE PROBLEM
Banks play an active role for the economic development of any country. In a present competitive environment bank needs to retain its customer for effective development in any sector. Hence there arises need for corporate social responsibility then only it will leads to development of society as well as growth in bank sector. The present study aims to know the effectiveness of CSR in commercial banks with special reference to Madurai. In this context following questions arises.
To measure the level of social obligation
To measure the level of effectiveness of corporate social responsibility towards customers of commercial banks.
OBJECTIVES OF THE STUDY:
To study the effectiveness of corporate social responsibility towards customers of commercial banks.
METHODOLOGY
The present study is an empirical one based on the survey method. First hand data was collected from the field through interview schedule. Data relating to various customers of commercial banks in Madurai was gathered through interview schedule. The schedule structured was extensively pretested. The survey envisaged the application of convenience sampling. Thus a sample of 300 respondents was decided upon nature of the commercial banks in Madurai. The survey was conducted during 2012-2013 in commercial banks from state Bank of India, Indian bank, Canara Bank, Karurvysya bank, HDFC bank, Axis bank, ICICI bank in Madurai.
ANALYSIS & INTERPRETATION
GARRET RANKING
Garret Ranking is used to find out the ranking for respondents opinion towards the enhancing customer value for public sector, private sector, and New generation banks. Step I: Ranking given by respondents opinion on enhancing customer value
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TABLE 1
RANKING OF RESPONDENTS opinion towards enhancing customer value.
S.No.AttributesRankTotal
12345
1.Sharing bank details1866231129300
2.Comfortable0120524880300
3.Time management00018282300
4.Man management1515765270300
5.Filling forms22120539213300
Source: Primary Data
Step II :
The assigned ranks by the respondents were converted into percent position value by the formula given below. For each percent position, Using Garrett’s table, corresponding Garrett’s table value is obtained.
Formula
Per cent Position = 100 (Rij – 0.5) / Nj
Rij = Rank given for the ith variable by the jth respondent Nj = Number of variables ranked by the jth respondent.
GARRETT’S TABLE VALUE
RanksCalculationPercentageGarrett’s Table Value
I Rank=100*(1-0.5)/5= 10= 75
II Rank=100*(2-0.5)/5= 30= 60
III Rank=100*(3-0.5)/5= 50= 50
IV Rank=100*(4-0.5)/5= 70= 40
V Rank=100*(5-0.5)/5= 90= 25
Source: Computed data.
Step III:
Scores are obtained with reference to Garrett’s Table value, and each percentage position value is converted into scores. Here each aggregated ranks are multiplied with corresponding the Garrett’s value obtained in the table.
AGGREGATED RANKS
Sl. No.AttributesRank
12345
1.Sharing bank details1395037201550840225
2.Comfortable07200260033602000
3.Time management00012607050
4.Man management113253420325018900
5.Filling forms1650720026506440325
Source: Computed data.
Step IV:
Summation of the scores is worked out for each rank column and means scores calculated by dividing the total score by the number of respondents. Finally, overall ranking is obtained by assigning ranks 1, 2, 3 … in the descending order of mean score.
OVERALL RANKING for respondents opinion on enhancing customer value S. No.ReasonTotal ScoreAverageRank
1.Sharing bank details2028567.6I
2.Comfortable1526050.53IV
3.Time management831027.7V
4.Man management1988566.28II
5.Filling forms1826560.89III
INFERENCE
It is observed from the table Sharing bank details” has been ranked as the first for the Man management has been ranked second, Filling forms third position, followed by Comfortable in fourth rank with Time management ranked as the fifth that influences the respondents opinion on enhancing customer value the in bank’s
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Conclusion
Although creating customer satisfaction is not a prime motivation for instituting corporate social Responsibility programs , research linking CSR strategies with positive customer outcomes, such as loyalty, has led to the expectation that these strategies generally have positive flow-on effects for customers. Banking industry surveys have led to the identification of a mismatch between consumer satisfaction levels and massive spending on CSR programs. Further research is warranted. In view of research suggesting that retail banking customers prefer initiatives that create direct customer benefits compared to those that have broader social impacts. To conclude the CSR activities in all the three study banks are not effective. It is proper time on their to promote CSR related activities.
