What is it about?

The purpose of this paper is to understand the perception of the bankers towards an integrated approach to corporate social responsibility (CSR) initiatives in a strategic way of achieving sustainable growth of the banking sector. The paper additionally provides insights into different CSR initiatives and their implementation process in the context of scheduled commercial banks (SCB) of India.

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Why is it important?

The study reveals that the bankers perceive CSR as a moral obligation for the benefit of the society, beyond the regular banking operations. Further, the study comprehends that the CSR initiatives play a vital role in establishing the bank’s image, brand and reputation, as well as, building a strong bond of trust among the employees and the bank management. Besides, CSR activities facilitate to cultivate a better culture by improvising in the quality of customer service for achieving competitive advantages. The study will help practitioners to develop the social identity of their firm to achieve competitive advantages in long-run. The bankers can channelise their limited resources while planning, designing and the implementation of different CSR activities with the overall goal of the bank in a cost-effective way. The study is confined only to public and private SCBs and limited to the geographical scope of one state in India. Therefore, further exploration may be carried out by considering other banks and geographic regions in India and different cross-cultural settings.


The study lies with the in-depth analysis and quality check of the narrative data. The results can contribute significant value to the qualitative method of conducting research. Besides, the study contributes towards the knowledge building in the perspective of CSR research from banking context.

Dr. Suvendu Kumar Pratihari
Indian Institute of Management Ahmedabad

Read the Original

This page is a summary of: A survey on bankers’ perception of corporate social responsibility in India, Social Responsibility Journal, May 2019, Emerald,
DOI: 10.1108/srj-11-2016-0198.
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