Influence of Market Orientation on Corporate Social Responsibility. Special reference to Banking Sector

      Аннотация: Marketers are expected to add value to the customers by identifying and fulfilling the needs and expectations of their customers. Meanwhile concerns and awareness of social issues have increased among the society and customers in the past few decades. Thus it becomes necessary for the market orientated businesses to adopt corporate social responsibility to fulfill the social expectations of their customers and society. Hence marketers are expected to develop a socially responsible business behavior. This study examined the research problem of whether market orientation influences corporate social responsibility in the licensed commercial banking sector. Furthermore conceptual model has been developed to link market orientation and corporate social responsibility. Customer orientation, competitor orientation and inter functional coordination are considered as the measurement variables of market orientation and it was derived from Narver and Slater (1990). Similarly economic, legal, ethical and discretionary responsibilities are the measurement variables of corporate social responsibility and it was extracted form Carroll (2000).

Ключевые слова: Marketing Management, Banking Sector, corporate social responsibility, market orientation