The integration of the corporate social responsibility (CSR) in the Algerian banksJournal: Financial Markets, Institutions and Risks (FMIR) (Vol.5, No. 3)
Publication Date: 2021-13-09
Authors : Khadidja Zerigui Faiza Gachi;
Page : 39-44
Keywords : Bank; Competition; Marketing; CSR; Customer.;
The purpose of this document is summarized in the study of new integrated strategies in Algerian banks. This study is supported by a scientific discussion that helped us to test our suggested hypotheses in order to answer our central question. In this perspective, we focused on corporate social responsibility, as a new integrated strategy in the Algerian banking system, and then awareness of the types of investments for the bank's clients. In order to remedy this situation and to arrive at relevant results, we conducted our own survey of the regional directors of the banks in order to prove the existence of CSR in all the banks in Algeria (public and foreign). Our results have shown that foreign banks apply CSR in their home countries and also incorporate these new standards into their marketing strategies in Algeria, unlike the Algerian public bank, which is just beginning to become aware of these new strategic standards. Just some of them apply them. Let's go back to the client who is mostly unconscious and who remains indifferent to these new standards but rather who is just interested in banking (savings, investment) and above all the thing that interests him most is confidence, this is the reason why the Algerian client prefers to save in the public bank for his financial security, even if the foreign bank is more developed in terms of marketing strategies. Finally, the empirical study helped us gather more information to answer our questions and test our suggested hypotheses. The analysis of the results will be discussed in the presentation of this document.
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