CORPORATE SOCIAL RESPONSIBILITY AND CORPORATE IMAGE IN A BANKING ENTITY IN THE CITY OF TRUJILLO, 2023

Mosqueira D.N.G.; Sánchez H.J.N.; Cruz J.O.S.; Del Castillo Sagastegui M.J. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/leird2024.1.1.194

Resumen

The objective of this study was to analyze the relationship between corporate social responsibility and corporate image in a bank in the city of Trujillo, Peru in the year 2023. The research methodology adopted was based on an applied quantitative approach and a non-experimental design. cross section. The target population was made up of people between 25 and 40 years old who live in Trujillo and have used banking services. The survey was chosen as the data collection technique and the instrument was a questionnaire validated by experts. The data analyzed after conducting the surveys revealed a Spearman correlation coefficient (Rho) of 0.810 with a significance level (a) of 0.000, demonstrating a direct and significant relationship between corporate social responsibility and corporate image. Concluding, it was determined that corporate social responsibility has a positive influence on corporate image, highlighting the need for the bank to implement strategies to further improve its image. That is to say, it has been proven that companies that incorporate technologies into their business model perceive positive financial results.

Instituciones: Universidad Privada del Norte