Aligning innovative banks’ sustainability strategies with customer expectations and perceptions: The CSR feedback framework

Abstract

In the ever-evolving banking landscape, effectively addressing sustainability concerns while meeting customer expectations is essential. This study introduces an innovative Corporate Social Responsibility (CSR) Feedback Framework designed to align the banks’ sustainability strategies with customer perceptions and expectations. The framework utilizes a comprehensive approach by integrating customer feedback on CSR through a survey-based methodology grounded in the Global Reporting Initiative (GRI) guidelines. It features the novel CSR Feedback Matrix to evaluate the degree to which a bank's sustainability strategy aligns with customer expectations and satisfaction, while also comparing these factors against those of competitors within the industry. Additionally, the framework employs the TOPSIS technique to calculate a Critical CSR Score (CCS), ranking sustainability aspects based on their level of criticality. The findings reveal key areas where banks can enhance their CSR efforts to better meet customer requirements. Furthermore, the analysis of customer segmentation by demographic factors provides actionable insights for developing targeted CSR strategies tailored to diverse customer needs and preferences. This research contributes to the ongoing dialogue regarding sustainability strategies from a customer-centric perspective, providing practical guidance for managers to foster positive customer relationships while advancing corporate responsibility.