Evaluation of the results of the study of social responsibility in the banking sector of Georgia

Methods. This study uses a combined approach that combines quantitative and qualitative methods for in-depth and comprehensive analysis. Quantitative analysis is based on statistical processing of data obtained from respondents, which allows us to identify general patterns and trends in the perception of social responsibility. This approach ensures the objectivity of the results and the possibility of generalization. Qualitative analysis, in turn, allows us to delve into the motivation and emotional component of consumer behavior, revealing hidden factors that influence their attitude towards banks. The choice of a non-random sample was justified by practical considerations, such as simplicity, cost-effectiveness and speed of data collection. This method allowed us to quickly obtain a significant amount of information, which is critically important for the study. Although the results obtained based on a non-random sample have limited generalizability to the entire population, they are valuable for forming hypotheses and conducting further, larger-scale studies. The study has short-term application as it reflects the current situation, but its results can also be used in the long term for comparative analysis and analogies. Results. The study revealed an interesting and paradoxical fact: despite long-term cooperation with banks, most customers do not have information about their social responsibility. The emotional connection of customers with banks is formed not based on their social activities, but on subjective factors, such as personal relationships with employees and the convenience of the location of the branch. This indicates the low effectiveness of banks' communication strategies in the field of CSR and the need for more targeted work on informing the public. Novelty. The novelty of the study is that it highlights the ambiguous perception of social responsibility by all stakeholders. For many clients, this term remains unclear, which complicates the assessment and perception of banks' actions. At the same time, the study shows a positive attitude of businesses towards the current business environment, its development trends and the changes taking place. This indicates the presence of favorable conditions for the further development of CSR in Georgia but also indicates the need for educational work and popularization of this ideology among consumers. Practical value. The practical value of the study is that its results can be used to improve social responsibility practices in the Georgian banking sector. Proper implementation of CSR and its integration into daily operations contribute to increased reliability, security and economic stability. This, in turn, leads to a decrease in corruption, reduction of unproductive costs and reduction of negative environmental impact. The study also demonstrates that CSR can contribute to increased state participation in important social and environmental projects. Thus, the results of the study can be used as a roadmap for banks, the government and civil society organizations to develop and implement effective programs aimed at building a more sustainable and responsible society.