Abstract:
In the twenty first century, every organization are operating in a very competitive
environment and banking sector's environment is also very competitive. In this situation,
it is very important to build customer-based transactions and activities for the purpose of
build good relationships with customers. This study is investigated the role of Corporate
Social Responsibility (CSR) and Corporate Image (CI) in times of crisis; Mediating role
of Customer Trust (CT). Therefore, the main aim of this study was to analyses the impact
of customer trust on corporate image, analyses the level of corporate social responsibility,
corporate image and customer trust, relationship between corporate social responsibility
and customer trust. The mediation effect of customer trust on corporate social
responsibility and corporate image in selected banks is analyzed. Structured questionnaire
was used as the method of data collection and selected 350 bank customers in Batticaloa
as the sample of this study. Convenience sampling method used to make the sampling
frame and quantitative research approach used for this study. The data were analyzed
using descriptive statistics, correlation and regression analysis. The result indicates that
Corporate Social Responsibility, Corporate Image and Customer Trust are in high level in
banks and there is a strong positive relationship among all variables. There is a high
positive impact of Customer Trust on Corporate Social Responsibility. And also results
indicated that there is a partial mediation effect of Customer Trust towards Corporate
Social Responsibility and Corporate Image in banks. This study supposed that the
suitable usage of CSR will increases the number of customers trust or make long term
healthy relations with the current or potential customers through managing information or
improve the performance of banking activities that assist customer retention.
