Assessment of Zenith Bank’s Christmas-Themed Corporate Social Responsibility (CSR) Programme In Increasing Customer Loyalty

Abstract

Corporate Social Responsibility (CSR) has evolved beyond corporate philanthropy into a strategic tool for fostering and sustaining a meaningful relationship between an organisation and their customers. In today’s competitive world, brands are increasingly adopting CSR as a means to build trust, demonstrate social value and strengthen relationships with their customers. Zenith Bank, one of Nigeria’s leading financial institutions, has consistently carried out Christmas-themed CSR programme to resonate with customers, positioning it not only as a service provider but also as a socially responsible institution. This study explored the impact of Zenith Bank’s Christmas-themed CSR programme on customer loyalty. The research is grounded in three theoretical frameworks: Cultivation, Stakeholder and Social Responsibility theories. The study methodologically adopted a qualitative approach, utilising both focus group discussions and textual analysis to examine how customer perceive the CSR programme and whether it influences their loyalty to the brand. Findings revealed that the Christmas-themed CSR programme resonated with the customers as it made them feel valued. The study concluded that CSR initiatives can boost emotional involvement and business image, but they must be paired with reliable core service delivery. The study further recommended that financial institutions in Nigeria should adopt a more integrated approach to their CSR initiatives by ensuring alignment between external goodwill campaigns and internal service delivery.