A study on determination of corporate social responsibility perceptions of bank users

In recent years, the food, textile, oil and energy sectors, and especially the banking sectors, have started to include the concept of corporate social responsibility in all their plans, strategies and projects. As in other sectors, CSR activities in the banking sector are essentially important when structuring their corporate image. Banks try to act with the awareness of social responsibility while creating their corporate image. In this context, the aim of this study is to examine the relationships between corporate social responsibility perceptions and trust, loyalty and corporate identity according to the perceptions of bank customers living in Prishtina, the capital of the Republic of Kosovo. In this study, a total of 321 valid data collected by convenience sampling method from people living in Kosovo who have made at least one banking transaction through a questionnaire form were analyzed using AMOS software. The results of the analysis show that, consistent with relevant literature, bank customers' perception of CSR has a positive impact on trust and corporate identity in the emerging Kosovo economy. By Considering the limitations of this study and considering that there are few studies in the literature for Kosovo, a newly established country, new research can be conducted in the near future to examine the perception of CSR in marketing and managerial decision-making and to include a wider range of participants.