The loyal and moral principles in the sale of bank products. A case study from Slovak Republic

Abstract

Aim of the article was to examine selected moral attitudes of bank staff in Slovakia. These attitudes present important area of business ethics and corporate social responsibility. They have significant impact on financial performance of the bank because of satisfaction mirror effect. In this article we have evaluated the relationship between the bank employees and the employers, their relationship to the clients, evaluation of their own productivity and the change of the attitude during the crisis. The morality in the business area and corporate social responsibility represents meaningful theoretical background but understanding of these terms is completely different in the banking practice. Because of this reason we have examined moral attitudes of bank staff in Slovakia. Attitudes of bank employees were investigated in a questionnaire survey and obtained results were verified by structured interviews. The research was conducted in two stages, in 2008 (before the crisis has started) and in 2012 (after the first phase of the crisis has finished). The research indicates that employees of banks in Slovakia are not sufficiently loyal to the bank they work for. The crisis brought about deterioration in relation to employee acceptance of client needs. To meet needs of the client's interest has decreased significantly in 2012 compared to 2008. During the crisis the number of respondents who pointed to their own weaknesses in their productivity has increased.