Communicating customer-CSR expectations on corporate websites: an analysis of the banking industry in the United Arab Emirates

Abstract

Purpose

The purpose of this paper is to explore customer–corporate social responsibility (-CSR) expectations communicated on the corporate websites of the banking sector in the United Arab Emirates (UAE) and identify patterns based on origin, ownership structure and compliance to Sharia law.

Design/methodology/approach

A quantitative content analysis of 28 bank corporate websites was conducted using Pérez and del Bosque's (2012) bank customers’ CSR scale which identifies five relevant dimensions of CSR: (1) customers, (2) investors, (3) employees, (4) community and (5) general interest groups, such as governments, regulatory bodies, NGOs and the media.

Findings

The findings indicate that the most frequently communicated customer CSR expectations are general interest, customer- and community-oriented, with employee-related concerns being the least addressed. Global banks prioritize general concerns, regarding their legal and ethical responsibilities while domestic banks appear more customer-centric. None of the Islamic banks address their responsibility to the environment.

Originality/value

The paper contributes to the increasing number of studies conducted on CSR communication in emerging economies, and more specifically, to the dynamic yet underexplored market of the UAE. It provides scholars and practitioners with insights into the interplay of globalization, organizational characteristics and national influence on CSR communication through corporate websites, one of the most useful tools organizations can utilize to reach their customers and the wider public.

Citation

Georgiadou, E. (2022), "Communicating customer-CSR expectations on corporate websites: an analysis of the banking industry in the United Arab Emirates", Corporate Communications: An International Journal, Vol. 27 No. 4, pp. 654-673. https://doi.org/10.1108/CCIJ-08-2021-0083