Corporate Social Responsibility and the perception of customers of Commercial Banks in Peru

Vilca Tantapoma M.E.; Vilca Horna N.M.; Vilca Horna A.L.; Armas Chang M.Z. · Revista Venezolana de Gerencia (2022) · DOI: 10.52080/rvgluz.27.100.29

Resumen

This research aimed to determine if Corporate Social Responsibility has a direct relationship in the perception of customers of commercial banks in Peru; For this, the factors that are related to each of the variables were identified. The design was nonexperimental of a cross-correlational type, the survey technique was used with its instrument the questionnaire, where a simple random probability sampling was applied, represented by 385 clients of commercial banks. Likewise, the reliability analysis of the scale was used by estimating Cronbach’s Alpha and chi-square, which allowed us to verify the hypothesis that was raised. The results allowed identifying that 77.14% of the surveyed clients consider that if a commercial bank carries out CSR activities it improves its institutional image. It was concluded that Corporate Social Responsibility has a direct relationship in the perception of customers of commercial banks in Peru.

Instituciones: Universidad Nacional de Trujillo; Universidad Privada Antenor Orrego; Universidad César Vallejo; Universidad Católica de Trujillo Benedicto XVI