EVALUATION OF CORPORATE SOCIAL RESPONSIBILITY CAMPAIGNS UNDERTAKEN BY MONEY DEPOSIT BANKS IN NIGERIA

Abstract

This study looked at the social responsibility campaigns of Zenith and Access banks with the view to evaluate how these campaigns enhance public relations within these banks. The study examined two objectives among which were to: identify the types of CSR campaigns undertaken by money deposit banks in Nigeria. It also sought to determine what factors influence the types of CSR campaigns undertaken by money deposit banks in Nigeria. The scope of the study covered the staff and customers of Zenith and Access bank branches in Rivers State. The study adopted social responsibility theory. Survey served as the design for the study and the questionnaire and interview guide were the instruments for data collection. The study found from the data that despite the effort made by banks, in its social responsibility campaigns, customers barely feel the impact of those campaigns. This is because banks carry out mainly financial inclusive services which can be easily attributed as their regular duty and not a type of corporate social responsibility. Also, customer interest and the needs of the host communities are the factors that determines the type of public social responsibility campaign undertaken by money deposit banks in Nigeria. It was therefore recommended that Nigerian banks should prioritize CSR initiatives aligned with national development goals. Banks should ensure transparency and accountability in CSR reporting.