Jiří Paulík

Department of Enterprise Economics,

Tomas Bata University in Zlin, Zlin, Czech Republic

paulik@fame.utb.cz

APPLICATION OF THE CSR MEASURING MODEL IN COMMERCIAL BANK IN RELATION TO THEIR FINANCIAL PERFORMANCE

Monika Sobeková Majková

Paneuropean University, Bratislava, Slovak Republic

monika.majkova@paneurouni.com

Tomáš Tykva

University of Business and Law, Ostrava, Czech Republic

tykva@vsp.cz

Michal Červinka

University of Business and Law, Ostrava, Czech Republic

cervinka@vsp.cz

Abstract. This article focuses on the application of the corporate social responsibility concept (CSR) in commercial banking in the Czech Republic. The study quantitatively evaluates the CSR activities in commercial banks on a sample of four largest Czech banks according to the number of customers by using the CRM measuring model developed by the authors. The research is based on the content analysis of the publicly available data and takes into consideration three main pillars of the CSR - Economic, Social and Environmental. The subsequent analysis made with the application of the methods of descriptive statistics and correlation analysis is focused on the relationship between the CSR implementation and the commercial bank's financial performance. On the basis of the CSR measurements it was found, that the application of CSR activities in the Czech commercial banking sector is reaching the average level. Correlation analysis also showed that the level of application of the CSR is not significantly related to the financial performance of the banks.

Received: June, 2015

1st Revision: October, 2015

Accepted: November, 2015

DOI: 10.14254/2071-789X.2015/8-4/5

JEL Classification: G21

Keywords: Corporate Social Responsibility, commercial banking, financial performance.