Do social responsibility practices affect competitive advantage in banking industry? Study on selected commercial banks in Ethiopia

Purpose - This study aims to examine the effect of social responsibility practices on competitive advantage. It focuses on analyzing how strategic initiatives addressing social responsibility practices influence banks’ competitive advantage (CA). Design/methodology/approach - Data were collected from 463 customers of selected commercial banks in Ethiopia. Self-administrative questionnaire was used to collect data. The study was a cross-sectional survey conducted in 2023. The study used a structural equation model to test relationships between variables. Findings - This study’s empirical findings show that social responsibility practices positively affect CA. This suggests that banks actively engaging in social responsibility practices can boost their CA. Research limitations/implications - The study only targeted customers as respondents and did not include other stakeholders such as employees and the community. This recommended that future research should include these stakeholders. This study relied solely on quantitative data. Future studies could consider incorporating qualitative data to complement the quantitative findings. The study’s sample was limited to Ethiopia’s banking sector. Other service sectors and manufacturing sectors will be considered in future studies to examine the relationship between social responsibility practices and CA. Practical implications - This study provides insights for banks operating in dynamic markets by providing the strategic implications of social responsibility. Banks can strategically leverage social responsibility practices to gain an advantage in a competitive market. Banks should continuously innovate and adapt their social responsibility strategies to address evolving societal needs and emerging challenges and consider social responsibility an integral component of their strategic planning. The findings of this study can enhance managers’ understanding and enable them to better oversee their social responsibility initiatives to attain a sustainable CA. Social implications - This study highlights businesses’ pivotal role in society beyond profit generation. The research findings emphasize the interconnectedness of business success and social responsibility. By integrating social responsibility practices into their operations, companies enhance their CA and contribute to society’s greater good. This underscores the importance of promoting a corporate culture that values social responsibility as a cornerstone of business success. Originality/value - Empirically examining the relationship between social responsibility practices and CA contributes to the overview of the conceptual and practical base of social responsibility practices into strategic importance. The study provides insight into the importance of social responsibility practices in enhancing CA in developing country’s contexts.