Discuss the effect of customer-centric initiatives on Ghanaian banking customers’ attitude towards banks than corporate philanthropy.

Bank customers

Given that banks are important players in the financial sectors of developing economies in
Africa and that banks have, for example in Ghana, been identified as adopting corporate
social responsibility as a means of strengthening their reputation and improving
relationships with stakeholders (Hinson, 2011), this study investigated stakeholders’ preference and response to CSR from the perspective of consumers of the retail banking sector in Ghana. Specifically, the study was focused on the following:

1. Ghanaian bank customers’ preference with regard to customer-centric CSR initiatives,corporate philanthropy and community volunteering;

2. Discuss the effect of customer-centric initiatives on Ghanaian banking customers’ attitude towards banks than corporate philanthropy

3. the effect of customer-centric initiatives on Ghanaian banking customers’ attitude towards banks;

4. the effect of corporate philanthropy on Ghanaian bank customers’ attitudes towards banks;

5. the effect of customer-centric CSR initiatives on the behavioural intentions of Ghanaian bank customers; and

6. the effect of corporate philanthropy on the behavioural intentions of Ghanaian bank customers.