Corporate Social Responsibility Kommunikation im Bankwesen

Abstract

The significance of Corporate Social Responsibility (CSR) in banking has increased considerably in recent years, primarily due to declining customer trust in banks and their ethical behavior. In the face of global financial crises and corporate scandals, banks are increasingly confronted with stakeholders' expectations to demonstrate and effectively communicate transparency and responsible conduct. This bachelor's thesis presents the communication of CSR in the banking sector and analyzes how credible it is perceived by customers. The content structure of the thesis begins with a comprehensive literature review on the definition and evolution of CSR, as well as its specific importance in banking. Special features and challenges of CSR in the banking industry are highlighted, followed by a detailed analysis of CSR communication. Various communication strategies and tools, particularly the role of social media, are examined. The methodology includes qualitative, guided interviews with bank customers, which were evaluated using Mayring's qualitative content analysis. The results show that CSR in the banking sector is communicated through various channels such as social media, CSR reports, and direct customer interactions, using different communication strategies. Social Media proves particularly effective in reaching a broad audience and promoting customer engagement. The thesis emphasizes that the credibility of CSR communication is crucially strengthened by adhering to Habermas's four validity claims—understandability, truth, sincerity, and normative rightness. These claims are essential for gaining and maintaining stakeholder trust over the long term. The empirical study confirms that authentic and transparent communication of CSR efforts significantly contributes to strengthening corporate image and customer loyalty.

Date of Award	2024
Original language	German (Austria)
Supervisor	Armin Johann Schnürer (Supervisor)