Corporate Social Responsibility and its Influence on the Positioning of Banking Entities in Peru

Abstract

Governments seek to implement strategies through their internal policies that allow them to achieve sustainable development over time; Today, the "aforementioned road" is significantly affecting the environment, directly to natural resources (land, water and air) and their quality; Since the problem is related to the existence of inadequate social responsibility, it is not an exclusive consequence of the actions of organizations, in this reality, there are conditioning factors such as: soft and irresponsible policies of the governments in power, systems of corruption entrenched in officials, little concern on the issue of educational entities, other.

Specifically, in the financial system of our country, the Association of Banks of Peru – ASBANC (2016) [1] highlights the analysis carried out by Lizarzaburu (2017) [6] on the direct relationship between corporate social responsibility and the reputation of the organization.  and based on the adequate results achieved, they have sought to strengthen these plans. These authors highlight the adequate impact that investing in corporate social responsibility policies has achieved on the reputation of the financial institution in the sector (Saavedra, 2011) [10], and therefore on the improvement of the level of positioning of the entity when a potential customer must decide with which entity to start a financial transaction.