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VOL. 12, ISSUE 1 (2026)
Customer perceptions towards csr initiatives of Kerala-based private sector banks
Authors
Dr. Deepthi P V
Abstract
Corporate Social Responsibility (CSR) has
become a strategic component of corporate governance, particularly in the
banking sector where institutions play a vital role in socio-economic
development. This study examines customer perceptions towards CSR initiatives
of private sector banks operating in Kerala and analyses how these perceptions
influence customer satisfaction, trust, and loyalty. The study adopts a
descriptive and causal research design and collects primary data from 150 bank
customers using a structured questionnaire based on a 5-point Likert scale.
Data were analysed using descriptive statistics, reliability analysis, and
Structural Equation Modelling (SEM). The findings reveal that customers hold a
positive perception towards CSR initiatives, especially in areas such as
education, healthcare, financial literacy, and community development. SEM
results indicate that CSR perception significantly enhances customer
satisfaction, which in turn strengthens trust and ultimately leads to customer
loyalty. Additionally, CSR perception has a direct positive effect on loyalty.
The model demonstrates good fit indices, confirming the validity of the
proposed relationships. The study concludes that CSR is not merely a statutory
obligation but a strategic tool that strengthens customer relationships and
long-term sustainability in the banking sector.
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Pages:165-169
How to cite this article:
Dr. Deepthi P V "Customer perceptions towards csr initiatives of Kerala-based private sector banks". International Journal of Commerce and Management Research, Vol 12, Issue 1, 2026, Pages 165-169
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