Customers' satisfaction as the important part of Corporate Social Responsibility's activities in the commercial banking

Abstract

The commercial bank as other subjects achieves its basic targets through purchasing banking products and services to its clients. Increasing satisfaction and loyalty belongs to partial activities of Corporate Social Responsibility (CSR) concept. This concept pursues interests and expectations of stakeholders of the given company or organization, respectively of concerned parties which are involved to the course of the company or they are impressed with company's activities to achieve a long-term competitive advantage. The aim of this article is to examine satisfaction of Czech customers in the banks which represents the important part of CSR activities in relation with the financial performance of the commercial bank. In accordance with this objective, the satisfaction of banking customers has been analyzed in relation to the gender, age and education structure. The most important factors of satisfied and dissatisfied customers in Czech banking sector have been presented. In the article, current level of care to solve the financial needs of banks' customers, the value of cross-selling index in the Czech banking sector and the relationship between customers' satisfaction and financial performance of the bank has been also examined. To achieve above-mentioned targets, our own research of clients' satisfaction with services of the commercial banking in Czech Republic has been realized and in October 2012 has been conducted. Within the questionnaire survey, 323 respondents have been approached. According to results, the overall level of customers' satisfaction in Czech banking area is approximately 62 %. The most important factor of customers' satisfaction was the possibility to use the e-banking (electronic banking). The most important factor of customers' dissatisfaction was the price policy of banking products and services. The research has also showed relatively low level of interest of commercial banks in solving the financial issues of Czech clients and low value of cross-selling index. According to results of our research, the significant relationship between satisfied customers and amount of used banks in the practice has been demonstrated.