Strategies of Financial Institutions for enhancing the corporate image through the corporate social responsibility

금융기관의 사회공헌활동을 통한 이미지 제고 전략적 방안 제시

  • 정헌주 (건국대학교 신산업융합학과) ;
  • 이동명 (건국대학교 신산업융합학과) ;
  • 최영근 (건국대학교 국제비즈니스대학 경영경제학부)
  • Received : 2017.05.08
  • Accepted : 2017.06.30
  • Published : 2017.06.30

Abstract

The purpose of this study is to identify the types of social contribution activities that financial institutions should focus more on among various types of social contribution activities and to analyze the optimal types that build up positive images of their company. The results of this study are as follows. Firstly, when comparing the details of social contribution activities, priority is given to community and environmental protection among public service activities. And secondly, community, environmental protection, and social service sector ranked high in the result of analyzing the types and details of social contribution activities. This can be seen as a recognition of the community and environmental protection. Thirdly, when we compare the preference of the industry by the sub-items of social contribution activities, the banking industry highly emphasizes social community and environmental protection system while the securities industry focuses on social service activities and the insurance industry concentrates on education and academic supports. In conclusion, various unlocking innovation across multiple dimensions of their social contribution activities should be build up.