Abstract
The purpose of this work 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, we were used, as working methodology, the content analysis of the information published on the websites of Moroccan banks and the multiple regression model. The main results of this work 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. This approach is reinforced by relationship marketing, which through its tools and dimensions (communication, commitment, trust and satisfaction) participates in the effective management of the relationships between banks and their internal and external stakeholders
Highlights
The last banking and financial crisis has affected all countries worldwide
How relationship marketing contributes to the success of an approach of corporate ethical and social responsibility (CESR) in the Moroccan commercial banks? Especially how relationship marketing can participate in the effective management of banks' relationships with their internal and external stakeholders?
Given that relationship marketing is a process that aims at creating, maintaining and strengthening relationships, how relationship marketing contributes to the success of an approach of CESR in the Moroccan commercial banks? Especially how relationship marketing can participate in the effective management of banks' relationships with their internal and external stakeholders?
Summary
The last banking and financial crisis has affected all countries worldwide. It was marked by a subprime crisis, a liquidity crisis, and a crisis of trust between banks and their stakeholders. The corporate ethical and social responsibility (CESR) plays a key role in these situations. It contributes to the management of relationship between banks and stakeholders. Several theoretical and empirical works has been made in this area in western countries. It remains a relatively understudied in Africa, in Morocco. Our goal is to bring a new perspective of analysis of CESR by associating it to relationship marketing. How relationship marketing contributes to the success of an approach of CESR in the Moroccan commercial banks? Especially how relationship marketing can participate in the effective management of banks' relationships with their internal and external stakeholders?
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