The Impact of CSR on Organizational Performance: A Study of Employee Morale, Reputation, And Stakeholder Loyalty in Public and Private Sector Banks In Andhra Pradesh
P. KALYAN CHAKRAVARTHI*
Research Scholar,
Department Of Commerce & Business Administration
Acharya Nagarjuna University
Guntur, Andhra Pradesh.
E-Mail : kalyansatya2023@gmail.com
Dr. KRISHNA BANANA**
Assistant Professor & Head of the Department
Department Commerce & Business Administration (Rtd),
P.G Center Ongole, Acharya Nagarjuna University.
Andhra Pradesh.
E-Mail : drkrishnabanana@gmail.com
Abstract
Corporate Social Responsibility (CSR) has become an important strategy for improving the performance and reputation of organizations, especially in the banking sector. This study explores how CSR activities influence employee attitudes, customer trust, and the overall image of banks, and the role of Corporate Social Responsibility (CSR) in shaping organizational practices and stakeholder perceptions. The research focuses on both public and private sector banks operating in Andhra Pradesh. A mixed-method research approach was used, combining both surveys and interviews. Primary data were collected from 1,200 employees working in eight major banks: ICICI, HDFC, Kotak Mahindra, IndusInd (private sector), and SBI, Union Bank, UCO Bank, and Indian Bank (public sector). A structured questionnaire and semi-structured interviews helped assess the real impact of CSR initiatives on organizational performance. The collected data were analysed using statistical tools like SPSS 21.0, including Exploratory Factor Analysis (EFA), Regression Analysis, and Cronbach’s Alpha to check the reliability of the findings. The results show that effective CSR programs can greatly improve employee motivation, boost a bank’s public image, and increase the trust and loyalty of customers and stakeholders. The study also highlights key differences in CSR practices between public and private banks. These insights offer practical recommendations for banks and policymakers to design better CSR strategies that support sustainable development and responsible corporate governance in the Indian banking sector.
Keywords: Corporate Social Responsibility (CSR), Organizational Performance, Employee Morale, Stakeholder Loyalty, Indian Banking Sector
