Abstract:

The dynamic of the business environment has led to increased attractiveness of companies for corporate social responsibility (CSR) as a result of the effect CSR has had on consumers and purchase behaviour. Given the growing importance of social responsibility in retail banking it becomes mandatory for the banking industry to understand social responsibility as determinants of customer loyalty. The present paper evaluates the activities of corporate social responsibility in the banking industry in Romania. The most important banks are considered, depending on market positioning and their involvement in CSR. The paper evaluates the activities within each bank and develops a framework for CSR activity in the banking industry. The research begins with the presentation of the role of CSR in the common society. This concept plays an important role in society, but it is also important for the organisation that carries out such activities. The importance of the concept of CSR is another concern of this research. The evaluation of CSR activities in banks is performed on the five proposed social causes and dimensions for each case are identified. In the end, the study limitations and future concerns are presented.