Corporate Ethical and Social Responsibility and Relationship Marketing: A Content Analysis of the Websites of Moroccan Commercial Banks

Provided by: Canadian Center of Science and Education
Topic: Enterprise Software
Format: PDF
This paper is to determine the role of relationship marketing in the success of the Corporate Ethical and Social Responsibility (CESR) by taking the case of Moroccan commercial banks. For this, the authors were used, as working methodology, the content analysis of the information published on the websites of Moroccan banks and the multiple regression models. The main results of this paper is that ethics is used by banks to manage its relationships with internal stakeholders, while CSR support the actions of ethics internally and acts externally through the management of the bank relations with the environment, society and customers.

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