Does CSR orientation reflect stakeholder relationship marketing orientation? An empirical examination of Indian banks

Abstract

Purpose: The purpose of this paper is to address two research questions: First, are business metrics of Indian banks associated with its CSR orientation? Second, is the CSR orientation of banks focused on areas which are driven by nature of its target markets, such that there is an alignment between CSR orientation and benefits accrued to its stakeholder segments, directly or indirectly? Design/methodology/approach: The authors analyze 49 Indian banks (25 public sector, 15 private sector and nine foreign banks) operating in India based on data available from the banks' web sites, annual reports and sustainability/CSR reports (if available). From content analysis, the data were into seven categories - Education, Health, Community Welfare, Entrepreneurship Development, Environment, Market Place, and Rural Development. Findings: The results indicate that CSR orientation of Indian Banks differ only based on ownership, number of employees, and date of its incorporation in the areas of Environment & Rural development (for ownership), Community Welfare, Environment, and Rural development (for number of employees), and Environment, and market place (for date of its incorporation). Research limitations/implications: The findings of this study should be confirmed in future studies since this study is based on qualitative analysis of information shared by banks on their CSR activities and programs. Practical implications: Bank managers need to identify and focus on areas in which CSR orientation can give them more strategic advantage in building relationship with its stakeholders. Doing so would help in meeting the expectations of the stakeholder expectations successfully. Originality/value: This paper contributes to literature in many ways. It adds to the nascent body of knowledge on CSR orientation as an alternate relationship marketing strategy, which merits more attention from researchers. © Emerald Group Publishing Limited.