Perceptions of Bankers about Corporate Social Responsibilities (CSR)-A Qualitative Study

This study explores perceptions of bankers in banking industry at Peshawar, Khyber Pakhtunkhwa, Pakistan that how Corporate Social Responsibilities CSR shape outcomes of banks and how these activities should be shaped in future. CSR is running business successfully while preserving ecology and morality. This study is an effort to realize intuitions of bankers about CSR through systematic support of its complex angles. Literature shows that CSR activities are beneficial for bank clients, employees, environment, society, economy and even banks. The population of the study comprised of bankers, from whom a sample of ten respondents was selected through purposive sampling. Scholars have utilized qualitative research methods to incite audio recorded open-ended interviews of bankers that were analyzed through constructivist version of grounded theory. Findings of the study show that CSR is a style where firms are run to earn profit and take care of all stakeholders. Resultantly, banks increased their spending on CSR that motivated their staff and raised their brand image. Furthermore, banks should increase their branches and public awareness about banks and provide free or discounted banking services to needy sections of the society and spend more on edification, health, hygiene, urban growth, women empowerment, games, art, culture and relief funds. Results of the study show that bankers perceive CSR as essential for banks success, impacting the industry through activities like community engagement, environmental preservation, and employee welfare, ultimately leading to positive brand reputation and societal benefits, with recommendations for banks to expand their CSR efforts for greater impact. Recommendations of the study on hand show that banks must balance environmental, ethical, and societal considerations for long-term success; CSR has transformed banking through initiatives in education, healthcare, business support, and disaster relief, benefiting all the stakeholders. The study concluded with future research directions for the scholars in the area. Keywords- Perceptions of Bankers, Corporate Social Responsibilities (CSR), Qualitative Study