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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/9607

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
URI: http://hdl.handle.net/123456789/9607
Appears in Collections:College of Arts and Social Sciences
College of Arts and Social Sciences

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