The Role of Corporate Social Responsibility (Philanthropy) in enhancing Bank’s Image

Abstract

Many companies the developed world adopted charitable and philanthropic causes to support communities where they live. This philanthropic cause’s adoption is a part of the marketing strategy of all important companies in the developed world and some of the Arab countries. Some private companies in Syria adopted charitable causes; however, Syrian banks’ shares in this issue remain minimal. This research studies the role of the philanthropic efforts in improving the image of banks. The research found the existence of statistical significance influence between the charitable work carried out by the bank and the image of the bank, the research also found an effective statistically significant effect between the types of the charity work carried out by the bank and the bank’s image. It also found that there is no significant difference between customers’ awareness of corporate social responsibilities carried out by the studied banks. The research also found number of conclusions, including

1-There is an influence of significant of each of the efforts undertaken by the bank to provide aid to the families of the martyrs and the efforts made by the bank to finance care for orphans and disabilities. However, there is no influence of significant for the efforts undertaken by the bank to finance the civil society,

2-The vast majority of customers believe that banks do not have any philanthropic plans or charitable work, or they do not know about it if it does exist.