Attitudes and perceptions of internal publics towards the practice of corporate social responsibility: a case of National bank of Kenya

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Date

2010-04

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Daystar University, School of Communication

Abstract

The realization by banks that they need to be socially responsible to secure their existence in society is driving them to spend lots of money in trying to reach out to the external publics while giving little consideration for internal publics. This makes the internal publics feel left out and are likely to form unfavourable attitudes and perceptions towards the practice of Corporate Social Responsibility (CSR). This study sought to find out the perceptions and attitudes held by internal publics towards CSR at National Bank of Kenya and to establish the factors that contribute to the attitudes and perceptions. The study utilized the survey method on a sample of 66 middle level employees drawn from six branches of NBK within Nairobi area. Convenience sampling method was used. Data were collected using a questionnaire and interviews. The study was informed by the functionalist theory of attitudes, the systems theory and the stakeholder theory since they were relevant in addressing attitudes and perceptions, internal publics and CSR. The findings revealed various CSR activities that NBK engages in as well as favourable and unfavourable attitudes that the internal publics hold towards CSR. Although most of the employees at NBK do not perceive CSR to be depriving them of possible salary increment, they do not willingly participate in CSR functions. This means that they do not genuinely support the organization in CSR and this is a potential threat to the success of CSR at NBK. The success of any CSR program depends on the cooperation and inclusion of all the concerned publics in order to create an interactive working relationship so as achieve the CSR goals.

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Master of Arts in Communication

Keywords

Internal publics, Corporate Social Responsibility, National Bank of Kenya

Citation

Muchemi, L. (2010). Attitudes and perceptions of internal publics towards the practice of corporate social responsibility: a case of National bank of Kenya. Daystar University, School of Communication

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https://repository.daystar.ac.ke/handle/123456789/3758

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School of Communication