Westminster International College

MODULE TITLE: RESEARCH METHODOLOGY

TOPIC: EFFECTS OF CORPORATE SOCIAL RESPONSIBILTY (CSR) PRACTICES

OF BANKS IN MALAYSIA ON CUSTOMER LOYALTY

PROGRAMME: MBA2

STUDENT NAME: AMAMA IBA INNOMESANGHAN

ID: 0040EFHEFH1115

SEMESTER: TWO

LECTURER: DR. VIKINESWARAN AMANIAN

DATE OF COMPLETION AND SUBMISSION: 16TH JUNE 2016

SUBMISSION METHOD: TURNITIN

ASSESSMENT TYPE: INDIVIDUAL WRITTEN ASSIGNMENT

Contents
1.0. INTRODUCTION ................................................................................................................... 3
1.1 BACKGROUND OF THE STUDY ......................................................................................... 3
1.2 PROBLEM STATEMENT ....................................................................................................... 4
1.3 RESEARCH QUESTIONS ...................................................................................................... 5
1.4 RESEARCH OBJECTIVES ..................................................................................................... 6
1.5 SIGNIFICANCE OF THE STUDY.......................................................................................... 6
1.6 LIMITATIONS OF THE STUDY............................................................................................ 6
1.7 SCOPE OF THE STUDY ......................................................................................................... 6
2.0. LITERATURE REVIEW ........................................................................................................ 7
2.1. Customer Satisfaction .......................................................................................................... 7
2.2. Customer Trust..................................................................................................................... 8
2.3. Customer Identification ....................................................................................................... 8
2.4. Customer Loyalty................................................................................................................. 9
2.5. RELEVANT MANAGEMENT THEORY ............................................................................. 9
2.5.1. Economic Responsibilities .............................................................................................. 10
2.5.2. Legal Responsibilities ..................................................................................................... 11
2.5.3. Ethical Responsibilities................................................................................................... 11
2.5.4. Philanthropic Responsibilities ........................................................................................ 11
2.6. CONCEPTUAL FRAMEWORK FOR RESEARCH ........................................................... 12
2.7. CONCLUSION ...................................................................................................................... 12
3.0. RESEARCH METHODOLOGY........................................................................................... 13
3.1. RESEARCH DESIGN ........................................................................................................... 13
3.2 SAMPLING AND SAMLE SIZE .......................................................................................... 13
3.3 DATA TYPES AND SOURCES OF INFORMATION ........................................................ 14
3.4 DATA COLLECTION METHODS ....................................................................................... 14
3.5 DATA ANALYSIS TECHNIQUES....................................................................................... 14
3.6 ETHICAL CONSIDERATIONS ............................................................................................ 14
3.7 EXPECTED OUTCOMES ..................................................................................................... 15
3.8 TIMELINE AND GANTT CHART ....................................................................................... 15
Appendix 1: Questionnaire ........................................................................................................... 17
References ..................................................................................................................................... 22

1.0. INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The concept of corporate social responsibility (CSR) within the banking sector is one that has
changed and evolved tremendously over the last few years, the change has come from
advancements in technology and to be more specific the manner in which public relations
campaigns and media campaigns are run. Great emphasis is now being placed on how banks are
doing good and how their actions have had a positive impact on the society and environment they
operate within through their shiny annual reports that are now easily accessible to the general
public. This easy accessibility was not always the case. A major reason for the change can be
attributed to the fact that the banking sector is a sphere or service provided to the general public
that involves trust, consumers can be said to be sensitive and due to several things that may have
happened in the past such as fraud and scandals they may lack trust in the institutions (Ramlugun
& Raboute, 2015). When it comes to defining the term CSR scholars have been unable to
universally agree on one particular definition, however prominent CSR theories over time from
the various angles and perspectives of research have managed to come to one particular theme or
reference point and that is that CSR can be said to be a comprehensive set of policies, practices
and programs that are integrated into the business operations, supply chains and decision making
process throughout the company and usually include issues related to business ethics, community
investment, environmental concerns, governance, human rights, the market place as well as the
work place (Ahmad, 2014).

This definition has been selected as it is one that is most holistic as it highlights the duties and
responsibilities of the company to the society that have been emphasized by Carroll (1979) in her
CSR theory and it also explains the three-dimensional model of CSR. So it can be deduced that
indeed the main function or role of CSR is to make sure that firms or in the case of this study that
banks are accountable to their various stakeholders. This may include shareholders, customers,
employees, trade unions and the community so that in the long run they are able to maximize
profits as well as retain customers (Olajide,2014).

In Malaysia the concept of CSR can be said to be one that has been around from as far back as
1980 and because of that there is a general state of awareness on CSR within the general public.
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However, it must be noted that only in this past decade has CSR truly become more prominent.
This is due to the introduction of Bursa Malaysia which made it compulsory for companies to
release their annual financial reports as well as their CSR activities and initiatives. Philanthropy is
the most popular form of CSR and a survey conducted in from July 2003 to December 2004 found
that Malaysian firms donated over 82 million ringgits to various charitable organizations and
similarly Sime Darby reports show that contributions of worth millions of ringgits are made to
charities every year (Abdulrazak & Ahmad, 2014).

This study is an investigation on the effects of CSR activities of Banks within Malaysia and how
their practices affect the customer loyalty towards the banks. An analysis will be done on various
factors that may contribute to customer loyalty from the various CSR activities conducted by the
banks. The research will be based on previous researchers findings as it has been suggested that
there could be a link between the banks practices and the perception or loyalty of the customer as
well as that of potential customer who may one day seek to patronize and eventually become loyal.

1.2 PROBLEM STATEMENT

Research done in Malaysia over the last ten years or has looked at CSR from the Islamic
perspective, Amin, Isa & Fontaine conducted a study in Malaysia that focused solely on Islamic
banks and they did a contrast where they focused on the consumer satisfaction in terms of the
image, trust and loyalty of the Muslim and non- Muslim customers that are within Malaysia.
Their findings indicated that there was a relationship between satisfaction and the levels of trust
that the individuals then had in the banks (Fontaine, 2013).
Other Islamic perspectives of CSR and its disclosure focus on the corporate reputation of the
banks as well as their performance, Arshad, Othman & Othman found the following from their
research based on 17 Islamic banks in Malaysia from 2008, 2009 and 2010, that disclosure of the
banks CSR activities through their annual reports indeed impacts the bank in a positive manner
and their image or reputation is protected and their performance improves significantly (Othman,
2012).

Other studies conducted within the country have focused on individual banks such as Public
Bank. A particular study on Public Bank focused on the CSR activities of the bank and the
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impact of the banks actions on a societal and environmental level. The results of the study
showed that within Malaysia there are some areas that the bank could focus on, with a more
serious approach so that they are able to expand as well as keep their consumers happy. Some of
these areas identified were Forum 21 and disaster types, these were the areas that were suggested
for expansion for Public Bank (Singh, et al., 2009).
Other studies conducted worldwide have been similar to those conducted within Malaysia in the
sense that they focus on an Islamic perspective too. It has been found that they have looked at
CSR and the financial performance of the banks, in a study conducted by Mallin, Farag & OwYong focused on Islamic banks, they studied 90 Islamic banks in 13 countries worldwide they
covered the theme of CSR by looking closely at ten dimensions and seeing whether the social
activity of the bank has a financial gain in the long run for the bank. The results emphasized that
the bank and the CSR performance and determined by the financial performance (Mallin, et al.,
2014).

Research conducted by Rambat and Rabute show that in previous studies done on the banking
sector worldwide, show that in an online survey conducted by Elderman Insight in 2012 in 25
countries found that the banking sector is the industry that consumers trust the least. To make
consumer feel safer and at ease about the banking institutions, it has been discovered that boosting
their corporate image through corporate social responsibility could have a positive effect on the
customer and may even lead to increased consumer trust (Rabute, 2015) .
To add to the existing body of literature within Malaysia, this study aims to investigate the effects
of CSR practices of Banks in Malaysia, not only Islamic banks but all banks and how these
practices affect customer loyalty, it can be said that very little has been done from the perspective
of consumer loyalty and in particular how they, as consumers respond or what they think about
the CSR activities that the banks have conducted within the society as a result this study will focus
on this aspect and discover what effect is had on their loyalty in the long run.

1.3 RESEARCH QUESTIONS

The following research questions are asked in order to fulfill the above objectives:
1. Is there a positive relationship between CSR activities and customer loyalty?
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2. In the view of the customer what actions and practices taken by the bank are deemed as a
socially responsible?

1.4 RESEARCH OBJECTIVES

GENERAL OBJECTIVES
The objective of this study is to investigate the effects of corporate social responsibility (CSR)
practices of banks in Malaysia and how this affects customer loyalty.
SPECIFIC OBJECTIVES
1. To investigate and find out if there is a link between the banks CSR activities and
practices in relation to customer loyalty
2. To determine which CSR practices by banks are important to the Malaysian community
3. To determine what practices are deemed as socially responsible

1.5 SIGNIFICANCE OF THE STUDY

This study aims to investigate whether CSR practices of banks in Malaysia affect customer loyalty.
It will also seek to understand the perception of the banks from the angle of the customer in this
light this study will be beneficial to the banking sector in Malaysia as it will give them insight as
to how and where they can improve their CSR activities in order to ensure that there is greater
customer loyalty.
1.6 LIMITATIONS OF THE STUDY
This study limits its research to the geographical parameters of Klang Valley in Malaysia and this
may not represent the entire perceptions and views of all Malaysians. However, because the
researcher does not have enough time this geographical location has been selected.
1.7 SCOPE OF THE STUDY
This research will be conducted in Klang Valley, which consists the area in central Selangor, Kuala
Lumpur and the surrounding suburbs within Malaysia; it will focus on the banks and the customers
within that region who have active bank accounts who are in the age range of 18-50.

2.0. LITERATURE REVIEW

The subject of corporate social responsibility which can be be defined as the organizations
efforts or in this case the banks efforts in their performance that ensure that they are caring for
the society within they operate more than just focusing on self centered profit making tactics
alone, over time has been one that has attracted the various groups and spheres of life from the
academician, the general public and the media who all wish to understand its impacts and effects
better. In general, it has been silently agreed upon that it is a companys obligation to take their
their social obligations and responsibilities while the consumers in response to this action are
willing to pay back the corporates for their social responsibility initiatives (Keah, 2015).

This is normally done through means such as their demonstration of support, spreading of the the
companies positive initiatives through word of mouth as well as by having a higher level of
tolerance towards the companies even when they do wrong. Previous studies conducted show
that when CSR is done right the consumers are willing to support the corporations it has also
shown that these initiatives can improve the relationship quality and the important factors that
are to be highlighted in the relational aspect are satisfaction, trust and identification (Xie,
2014).

2.1. Customer Satisfaction

Customer satisfaction may be defined as the overall perception and impression that a consumer
has on a particular experience and service provided over a certain period of time. Scholars
Symanski & Henard in their previous research show that there are several factors that can affect
the customers satisfaction levels and some of these would be the product quality, perceived value
a well as the expectancy disconfirmation (Symanski & Henard, 2014). Other researchers in the
past seem to suggest that the direct effort of CSR on the customers sense of well being is higher
level of satisfaction due to the fact that the customer feels that the organization cares for the
community and is not only concerned with economic benefits or gaining in that regard only that

in the long run this delight causes the consumer to feel positively about the services being provided
and in the long run their evaluation of the bank becomes one that is extremely positive (Xie,2014).

This feedback from the customers is said to be a measurable parameter as feedback can be given
on their experiences and that way the banks are able to effectively meet their needs because they
are able to measure their performance against the expected performance that has been stated by
the customer or consumers. Satisfaction has also been identified as a necessary condition that is
to be met in order to keep the current consumer base and this factor determines whether most
customers will stay or leave (Arokiasamy, 2012).

2.2. Customer Trust

Trust in this study can be said to be the confidence that the consumer has in the banks reliability
and integrity to deliver as they promised. This is an important factor is the banking sphere as this
is an industry that is filled with uncertainty and risk. Research conducted in the social psychology
and marketing industry suggests that customer trust may be developed in the following ways, the
first is from competence which refers to the banks skills and expertise, benevolence which refers
to the fact that the banks actually have a genuine care about the consumers interest and the society
within they operate and finally integrity which is the sincerity and honesty level of the organization
or the banks. Socially responsible organizations are always associated with these characteristics as
well as with generosity and trustworthiness. Therefore, it can be maintained that favorable CSR
perceptions directly contribute to the consumers trust levels (Ziami, 2014).
2.3. Customer Identification
This is a concept that seeks to explain the nature of a committed customer-company relationship
and it can be said to be a distinct indicator from the ones previously mentioned above such a
satisfaction and trust. This is because identification is the individuals ability to link themselves to
a particular bank or organization overtime. This is due to the fact that consumers seem to identify
with organizations that satisfy their self needs such as self continuity, self distinctiveness and self
enhancement. Previous research highlighted by Bhattacharya & Sen in Xie show that customer
identification is the strongest type of company-customer relationship and this dynamic clearly
demonstrates the delicate nature of the relationship in regard to durability and invulnerability

followed by other aspects such as commitment, trust and satisfaction. CSR activities of banks
allow them to communicate their unique characteristics with their stakeholder and consumers
which in the long run improves their reputation as well as prestige with the customer and
encourages identity attractiveness which in the long run all contributes to customer identification
(Xie, 2014).
2.4. Customer Loyalty
Whether customer loyalty can only be said to be achieved after meeting the above mentioned
factors such as satisfaction, trust and identification will be investigated in the following study.
Banks have evolved in the manner in which they seek to achieve these various factors in their CSR
practices, keeping up with technology and technological advancements has now made this easier
and now services provided by the industry have evolved. To ensure that banks are meeting the
expectation of their customer and even going beyond what is expected of them they ensure that
they regularly meet the customers and get feed back from them. Previous research has shown that
the cost of attracting a new customer is five times the cost of keeping a current customer happy.
It is for this reason that banks are to ensure that they keep customers happy and that they show
signs or re-patronage behavior and that they are showing positive behavior, actions and
commitment towards the banks that provide them with services (Porter, 2012).

2.5. RELEVANT MANAGEMENT THEORY

This studys foundation is based on Carrolls (1991) CSR model and will be used as the main
theoretical framework for examining the effects of CSR practices of Banks in Malaysia on
customer loyalty. This model has been adopted as it is one that best illustrates and highlights he
importance of CSR. This model focuses on the economic, legal, ethical and philanthropic social
responsibilities that all constitute total CSR obligations that maybe placed on an organization or
in this case the banks in Malaysia. This model is still considered to be the most acceptable model
to date (Olajide,2014).

Figure 1. Carrolls Pyramid of CSR

Source: (Guliyev, 2014).

Shown above is an illustration of how Carroll organized different corporate social responsibilities
and the four layered model is known as the pyramid of responsibilities.
2.5.1. Economic Responsibilities
Carrolls economic component places emphasis on the fact that an organization or bank should
perform in a manner that is consistent with maximizing profits or earnings per share, that they
should be strong competitors and well as be highly efficient and that success for an organization
can be indeed measured by their profitability. Other scholars that have conducted previous research
however state that in some instances excessive financial performance may not always be the
interest of all stakeholders. Good economic entities or organizations that are established however

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are done so in the hope or with the aim of providing goods and services that will benefit society
(Olajide, 2014).

2.5.2. Legal Responsibilities

Even though profit is a major factor in an organization Carrolls pyramid states that even though
profit is a major motive all organizations are expected to keep the law and follow all rules and
regulations in the way in which they conduct themselves and their activities. It is also of major
importance that an organization conduct itself in a manner that is consistent with the expectations
of the government and that they be found to be law abiding corporate citizens. Debate in previous
research done by some Phillips and other scholars seems to suggest that regulations and rues are
necessary in aiding the fulfillment of CSR (Olajide, 2014).
2.5.3. Ethical Responsibilities
These are the responsibilities or activities and practices that is deemed acceptable and unacceptable
by the society although they have not been written, stated or codified into law (James, 2014).
Usually these are values about what is deemed as right and wrong in the businesses behavior as
well as in the manner that they conduct transactions or the business of the day. Ethics are the
driving force of the organization and usually embrace society with their norms and values. Carroll
suggests that an organization operate in a manner that adopts the norms of the society, avoid
compromising on the norms and ensure that this is used to achieve corporate goals. She also states
that sometimes ethical responsibilities may require that the organization operate at a higher
standard than that required by the law so that societal expectation are met and all harm is avoided.
2.5.4. Philanthropic Responsibilities
This is the aspect where a corporation geared towards the promoting of goodwill and it focuses
on the welfare of humanity. This is so that the organization meets societys expectations and
illustrates that they are a good corporate citizen. These responsibilities are usually assumed by
the public relations department and they are usually seen in the form of contributions to the
community or in education (Benkurt, 2013). Philanthropy is voluntary and is an action taken out
of the will or the want of the organization it is not a forced action. Carroll emphasizes that an
organization should perform in a charitable manner that meets the expectations of society and
that they should always voluntarily assist with the improvements in the quality of life for the

11

community (Olajide, 2014). In Malaysia several banks have taken an approached directed in this
manner.

2.6. CONCEPTUAL FRAMEWORK FOR RESEARCH

Customer
Satisfaction

Corporate Social
Responsibility
Respo

Customer Trust

Customer Loyalty

Customer
Identification
Figure 2. Conceptual Framework

The illustration above depicts the connection of variables that have been explained in detail above.

2.7. CONCLUSION
The literature above explains how CSR can achieve customer satisfaction, trust and identification
when done in the right manner and how all of this can then lead or result in customer loyalty. This
will then help us determine and be able to examine which practices done by the Malaysian banks
are deemed to be socially responsible by their customers and this will be based on Carrolls CSR
pyramid and to answer if there is a positive relationship between the banks CSRs activities and
loyalty the factors of satisfaction, trust and identification will be analyzed in detail.

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3.0. RESEARCH METHODOLOGY

3.1. RESEARCH DESIGN
This study will be conducted using survey questionnaire (see appendix 1) and quantitative research
strategies will be adopted of the study. This due to the fact that the study seeks to provide statistical
information and this is better done or achieved in this manner. The quantitative approach will
adequately examine the relationship between the variables and from that a conclusion can be
arrived at about the view and perceptions or the participants and this will also achieve the
researchers objectives.
Two hundred and fifty structured questionnaires will be distributed to participants and purposive
sampling will be the method employed in the selection of the participants will will take part in the
research.

The questionnaire will contain 21 questions divided into four sections, the participants will be
asked to used a scale of 1-5 to score their responses 5 being strongly agree and 1 disagree, this will
ensure that the researchers questions are adequately met.
3.2 SAMPLING AND SAMLE SIZE
The sample for the following study will be male and female adults between the ages of 18-50 who
have bank accounts within the Klang Valley. This sample has been chosen, as it will seek to
represent the views and perceptions of the customers who have bank accounts as well as illustrate
their loyalty towards the banks. This sample was chosen as most young adults by the age of 18
have opened bank accounts and will be active users of the banking system and it has been left open
all the way to participants who are aged 50 as these individuals would have experienced several
years with the banking industry and thus they might be able to give a holistic perspective of the
perception that customers in the Klang Valley in Malaysia have overall.

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3.3 DATA TYPES AND SOURCES OF INFORMATION

To conduct this research or study the researcher will rely on previous research that has been done
by previous researchers which can be said to the secondary sources of information as well as from
primary sources who in this particular research are the participants who have been described in
detail in the sample and sample size above.

3.4 DATA COLLECTION METHODS

The information gathering process is of vital importance when conducting this survey as it will
enable us to get accurate results and be able to draw conclusions and find answers for the research
questions as well as achieve the stated objectives.
To collect data a printed copy of the survey questionnaire will be handed out to respondents who
are in banks to conduct transactions, that way the researcher is guaranteed that the data collected
is accurate and that all participants have bank accounts that they are actively using. Soft copies
will also be sent out using survey monkey and to email addresses obtained from the banks database.

3.5 DATA ANALYSIS TECHNIQUES

A research design of a survey questionnaire based on quantitative methods will be undertaken
understand the true feelings and perceptions of the customers of Malaysian banks. This data that
will then be collected from the questionnaires that has been filled in by the respondents will be
analyzed with SPSS. The categorization of the questionnaire will assist in understanding how each
variable relates to customer loyalty. The variables that will be assessed are namely satisfaction,
trust and identification in the banks CSR activities.

3.6 ETHICAL CONSIDERATIONS

This study will look at the banks in Malaysia and will therefore follow the ethical regulations set
by Westminster International College for the analysis of the content as well as for the rules and
regulations of the manner in which the data will be collected from the participants of the research.
A consent form will be necessary from the University in order to begin the research as well as

14

consent from the participants and from the banks will be necessary, for the participants so that they
are aware that all the information will be kept private and confidential and only used for the
purposes of this study. While for the banks to ensure them that the email addresses will only be
used to collect data for the survey. The researcher will also assure that he will not be prejudiced or
biased during the period in which the survey will be conducted. The researcher will also avoid
plagiarism as this is an academic offense and the researcher will also ensure that credit is given to
the original author of the work through proper referencing and by maintaining work that is of a
high scholarly standard.

3.7 EXPECTED OUTCOMES

The outcome of the following research will add information to the existing body of information
and help explain the effects of the CSR practices of banks in Malaysia on customer loyalty. It will
aid the banks as they will be aware of how effective they have been and on where they can improve
in making sure that they obtain loyal customers.

3.8 TIMELINE AND GANTT CHART

The diagram below illustrates the timeline that the researcher will follow in order to ensure that all
deliverables are met in a timely manner. The research will take place over three months and as a
result a twelve week break down of the tasks has been given.

15

Task
N
o

Task

Month 1
WK
1

K2 K3

Month 2

Month 3

Wee Wee Wee Wee Wee Wee Wee Wee Wee

k4

k1

k2

k3

k4

k1

k2

k3

Choose topic and

1
factors

Writing of
proposal

Proposal approval
2

Collection3 of data

Data analysis &

4
interpretation

Draft report
5

Supervisors
6
feedback

Revise report
7

Final report
8
submission

Figure 3. Gantt Chart

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k4

Appendix 1: Questionnaire
The questions below are to be answered using the following scale:
Very important (5), Important (4), Not sure (3), Less important (2), not important (1)
Demographics
1. Age
o 18- 25
o 25-35
o 35-45
o 45-50

2. Gender
o Male
o Female

3. Bank used :
o Maybank
o CIMB
o Hong Leong
o RHB
o AM BANK
o Affin Bank
o Alliance Bank
o HSBC Bank
o Public Bank
Importance ascribed to CSR
4. How important is branding, image and individualistic nature of a bank?
o 5
o 4
o 3
17

o 2
o 1
5. How important is it to keep the customers satisfied and meet their needs and concerns?
o 5
o 4
o 3
o 2
o 1

6. How important is the legal responsibility and the transparency a bank has?
o 5
o 4
o 3
o 2
o 1

7. How important are the voluntary actions or the philanthrophic activities of a bank such as
charity work and giving back to the community?
o 5
o 4
o 3
o 2
o 1

8. How important are the moral and ethical actions a bank takes to their society or the
community within they operate within?
o 5
o 4
o 3
o 2
o 1

18

Economic responsibility
9. Banks should be committed to being profitable as possible
o 5
o 4
o 3
o 2
o 1
10. Banks should be highly competitive
o 5
o 4
o 3
o 2
o 1
11. Banks should be highly efficient
o 5
o 4
o 3
o 2
o 1
Legal responsibility
12. Banks should obey government rules and regulations
o 5
o 4
o 3
o 2
o 1
13. Banks should be law abiding
o 5
o 4
o 3
o 2

19

o 1
14. Banks should provide service that meet all minimal requirements
o 5
o 4
o 3
o 2
o 1
Ethical responsibility
15. Banks should perform in a manner consistent with societal expectations and norms
o 5
o 4
o 3
o 2
o 1
16. Banks should recognize and respect new moral norms of society
o 5
o 4
o 3
o 2
o 1
17. Banks should prevent ethical norms from being compromised to achieve their corporate
goals
o 5
o 4
o 3
o 2
o 1
Philanthropic responsibility
18. Banks should contribute resources to the community
o 5
o 4

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o 3
o 2
o 1
19. Banks should perform in a manner consistent with the philanthropic and charitable
expectations of the community
o 5
o 4
o 3
o 2
o 1
20. Banks should voluntarily support projects that enhance the communities quality of life
o 5
o 4
o 3
o 2
o 1
21. Which of the following makes you loyal to a particular bank? Tick as many as are
applicable
o Their efficiency
o Their transparency
o Their profit making
o Their services and the manner they provide them in
o Their branding and uniqueness
o Other: _______________________________________________

21

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