Influence of social responsability practices on the commercial performance of Beninese banks in the context of a health crisis of COVID 19

Abstract

The objective of this research is to analyze the influence of CSR practices on the commercial performance of banks iNowadays, committing to a sustainable development policy means considering the company's development from a broader perspective than that of profit alone. This commitment translates into daily actions and longer-term decisions (Bachy et al., 2010). It is therefore a matter of changing our behavior and our models to prepare a better and more equitable future.

Faced with these facts, it no longer seems original to implement a sustainable development approach, especially in the banking sector. Today, the major international banks publish a CSR report, an exercise that is constrained by the national regulatory framework or framed by recommendations from the marketplaces (Delérable, 2013). This exercise also makes it possible to respond to questions from extrafinancial rating agencies and/or the requirements of institutional investors.

In Benin, almost all banks are already involved in a CSR approach. Thus, they highlight their environmental, and social approach in particular in order to attract their customers. The objective of this research is to analyze the influence of CSR practices on the commercial performance of banks in Benin during the COVID-19 health crisis. To achieve this objective, we opted for a hypothetical-deductive approach. Following this approach, we processed data collected from a sample of 75 individuals at the heart of the CSR commitment policy in the fourteen banks in Benin. From the analyses, it emerges that CSR practices at the environmental, social, societal and economic levels strongly and positively influence its business performance in the context of the COVID-19 health crisis. However, the problem lies in the credibility of the CSR approach, which must generate a change in behavior and image in the eyes of consumers and the general public.

Keywords: CSR practice, commercial performance, COVID 19 and banking.

JEL Classification: L25; M14

Type of paper: Empirical Research.