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The business environment has changed due to government policies, technological
changes, economic integration, new firms entering the market and so much more
making Corporate Social Responsibility among the major competitive weapons used
by the organizations to excel. This influenced the researcher to study the effectiveness
of the implementation of corporate social responsibility competitive strategy in
banking performance specifically, to identify the strategies used by banks in
implementing CSR, assess the effectiveness of the implemented CSR competitive
strategies in CRDB performance and find out the challenges facing the implementation
of CSR as a competitive strategy in CRDB performance.
Due to time constraints and need of detailed information the researcher adopted case
study design with the CRDB Moshi town branch being the area of study. Simple
random sampling and purposive sampling were the sampling techniques in the
identification of few elements under study to represent the entire population.
Both primary and secondary data collection methods were used and the samples of 96
respondents were studied to accomplish the task. Interview was contacted to the branch
and line managers and beneficiaries while questionnaires were provided to the rest of
the staffs and bank customers.
From the findings, strategies used by the bank in implementing CSR are corporate
charitable donations, social development projects, voluntary schemes for staffs,
environmental conservation and effectiveness of their implementation was measured
against various bank performance indicators.
Generally, according to the findings, implementation of CSR competitive strategy has
a positive influence in the performance of banks. Moreover recommendations were
made according to what the researcher observed from her study which involved
establishment of sound and applicable CSR policies, avoiding projects of self interests
especially by the top management, disclosing the budget set aside for CSR by the
organization and so much more. |
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