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|Title: ||Enhancing corporate reputation through corporate social performance in the banking industry: a case study of UNIBANK|
|Authors: ||Osei-Kwame, Samuel|
|Issue Date: ||4-Nov-2016|
|Abstract: ||Corporate reputation is a concept that measures the overall estimation in which an organization is
held by its internal and external stakeholders based on its past actions and probability of its
future behaviour. In the financial sector where many organisations are springing up each day and
many more are collapsing, corporate reputation is very important in maintaining credibility.
UniBank as a private bank is actively working to build their reputation as the ‘bank of goodwill’.
One way of building a good reputation is through corporate social performance. This study
researched into how corporate social performance (CSP) affects corporate reputation from
stakeholders’ perspective using a case study of UniBank. The objectives of the study were to
explore stakeholders’ perspectives on corporate social responsibility of the bank, to examine the
strategies used by the bank to respond to social responsibilities and social issues; to assess the
corporate reputation of the bank from its stakeholders’ perspectives and to assess the effect of
corporate social performance on corporate reputation of the bank. A sample of 200 including
employees and customers were selected for the study. Data was collected through structured
questionnaires and analysed using the statistical package for social sciences (SPSS). From the
analysis, it was found that employees ranked the bank according to Carroll’s (1979) ranking of
the dimensions of CSR – from economic to legal to ethical and then to charity (philanthropy).
The customers however had a different ranking which supported some authors call for an African
perspective of CSR as the CSR dimensions favours the North Countries like America. It was also
found that UniBank uses the accommodation and proaction strategies postulated by Wilson
(1974) in responding to society needs. It was further revealed that CSP significantly predicted
corporate reputation. Based on the findings, the study recommended that the bank should use
CSP as a tool for competition as it helps enhance the bank’s reputation.|
|Description: ||A thesis submitted to the KNUST School of Business, College of Humanities and Social Sciences, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirement for the degree of Master of Business Administration (Strategic Management), 2015|
|Appears in Collections:||College of Arts and Social Sciences|
College of Arts and Social Sciences
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