Impact of the perception of social responsibility of moroccan banks on consumer confidence: a quantitative study and modeling using the pls approach[Impact De La Perception De La Responsabilite Sociale Des Banques Marocaines Sur La Confiance Des Consommateurs : Une Etude Quantitative Et Modelisation Par L'Approche Pls]

With the financial crisis of 2008, the issue of CSR seems to gain a new field of application in financial institutions and more specifically banks. The main objective of this research work is to study the impact of consumers' perceptions of corporate social responsibility on the trust they place in their companies. To this end, a field study was carried out with 286 consumers of financial products and services from banks involved in CSR in Morocco. It emerges that consumers' perceptions of CSR play a significant role in shaping consumer confidence in their banks, directly and indirectly by highlighting certain moderating variables such as consumer expectations in terms of CSR, their level of personal support for different causes and their perceptions of the motivations of companies that implement CSR policies. Our results indicate that a consumer perceives a bank as socially responsible, and in addition to its environmental responsibility, it assumes a responsibility towards its employees and consumers. The latter participates most in the formation of global CSR, and this means that it has more impact on trust than any other dimension. This study highlights the potential benefits of CSR engagement in relation to an important stakeholder category. We want to show that alongside the effects of CSR on the image and reputation of the company, CSR activities if they are well perceived by consumers play on satisfaction, loyalty and consumer confidence in the company.