EVALUATING THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY (CSR) ON PUBLIC TRUST AND REPUTATION IN ISLAMIC BANKS: A STUDY OF COMMUNITY PERCEPTION AND SATISFACTION

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Nur Elsi
Humaira Basri
Nurul Azizah
Rismawati

Abstract

This study examines CSR's impact on public trust and reputation in Islamic banks. CSR is essential for Islamic banks to uphold the principles of social justice, transparency, and public welfare as mandated by Islamic law. The research investigates how the quality and sustainability of CSR initiatives influence customer trust, customer satisfaction, and loyalty, which in turn enhance bank reputation. A mixed-method approach was adopted, involving a quantitative survey of 350 customers from five major Islamic banks, and qualitative semi-structured interviews with 15 stakeholders including bank managers and CSR officers. Quantitative data were analyzed using structural equation modeling (SEM), while thematic analysis was applied to qualitative responses. The results indicate that high-quality, sustainable CSR programs significantly strengthen public trust and improve the reputation of Islamic banks. CSR is found to be not only a strategic tool for social responsibility but also a source of competitive advantage in the banking industry. The study also explores the moderating roles of customer experience and CSR literacy in the relationship between trust and CSR. These findings suggest that well-executed CSR strategies enhance customer loyalty—an essential factor for sustainable performance in Islamic banking. The study concludes with actionable insights for Islamic banks to refine their CSR programs, ensure alignment with Islamic ethical standards, and foster customer awareness to maximize social and reputational outcomes.

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References

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