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  • 1.
    Stolt, Robin
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
    Svensson, Axel
    University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
    Företagens sociala ansvarstagande och dess inverkan på kunders beteende: En kvantitativ studie på sparbankskunder2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: Corporate social responsibility and its impact on customer behavior -A quantitative study on the savings bank customers.

    Level: Final assignment for Bachelor Degree in Business Administration

    Author: Axel Svensson and Robin Stolt

    Supervisor: Agneta Sundström

    Examiner: Jens Eklinder Frick

    Date: 2015 – June

    Aim: The purpose of the study is to explain and test whether there is a positive correlation between customer behavior and savings banks' work with philanthropy, strategic philanthropy and corporate citizenship. A subsidiary aim is to describe the specific aspects of these CSR-perspectives that affect customer behavior to the greatest extent.

    Method: The study is based on a hypothetical deductive research approach and quantitative research methods. Data were collected through questionnaires which are distributed in three different savings bank offices to be analyzed in SPSS.

    Result & Conclusions: The result shows that positive correlation at a statistically significant level exists between all of our tested CSR perspective and customer behavior. It is therefore concluded that a positive relationship between strategic philanthropy, philanthropy and Corporate Citizenship and customer behavior can be confirmed

    Suggestions for future research: We recommend that more analyzes are performed to confirm that there are savings banks' social responsibility that affect customer behavior, and not vice versa, which can be done through a regression analysis.

    Contribution of the thesis: The study's contribution is to demonstrate that there is a positive correlation between customer behavior and the savings banks´ social responsibility.

    Key words: CSR, Philanthropy, Strategic Philanthropy, Corporate Citizenship, Saving Banks

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