PARAMOUNT ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN RETAINING EMPLOYEES AND CORPORATE REPUTATION: AN EXTRACT FROM PAKISTAN’S BANKING SECTOR

Abstract

This study is aimed at finding relationship of Corporate Social Responsibility (CSR) with employees Retention and corporate reputation. Main focus is importance of CSR for banking organization in satisfying and managing their internal and external stakeholders. Nine prominent banks relating to CSR in Pakistan are discussed in this study. As impact of CSR is to be studied, so, banks with CSR reputation were listed and then selected randomly. CSR reputation means the sense of responsibility and working in social responsibility areas like Sponsorship, Donations, Flood reliefs, foundations like Pink Ribbon by First Women Bank Ltd. Etc. A sample size of 232 employees was selected randomly from banks under Observation. Study revealed that there is positive impact of CSR on employee’s retention and corporate reputation. This study is helpful for Researchers, academicians, Managers and executives. Research unfolded the retention relation With CSR especially in Pakistani banks. This study also elaborated that measuring corporate reputation through reputation quotient is an intuitive and useful technique.