HOW CUSTOMERS PERCEIVE BANKS’ CSR INITIATIVES

Abstract

The pandemic context shows signs of stability. During these complicated times for all, banks were extremely vigilant toward the evolution of the sanitary crisis. Banks came up with quick solutions to protect the health of their colleagues and clients. And they have been open to adapting their strategy to the changing data from the field. This paper analyzes the perception of the involvement of Romanian banks in corporate social responsibility during the COVID-19 pandemic. This study reveals that the activity of banks during the pandemic, evaluated positive to some extent, does not significantly impact the level of trust in the banking system. The findings could guide banks from Romania to better communicate their CSR projects and impact on the community. Despite the difficulties brought by the pandemic, it is natural for banks to take a step forward and think about the way they will define their CSR strategy in the future. Altogether, our findings could help the banking system learn to be even more empathetic and understanding towards clients and to be present in the community. During the pandemic, banks have done much to rehabilitate their reputation, impacted by the previous economic crisis.