Social Responsibility in Bank Communication with Customers before the Economic Crisis – the case of Swiss franc loans in Hungary and Romania

Mónika-Anetta Alt, Zsuzsa Săplăcan and József Berács

Journal of East European Management Studies, 2017, vol. 22, issue 3, 289-317

Abstract: The main objective of this study is to determine social responsibility through social responsiveness in bank communication with costumers before the economic crisis in the case of Swiss franc loans in Hungary and Romania. A special method to measure responsiveness in banks’ advertisements was developed. In total, 679 unique print advertisements were analyzed out of 3,089 published between 2004 and 2007, through content-analysis. Unexpectedly, the results show that in Hungary the CHF loans ads' responsiveness is significantly higher than the non-CHF loans and that they are mostly proactive. In Romania this difference could not be seen, while also the reactive strategy dominates.

Date: 2017
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DOI: 10.5771/0949-6181-2017-3-289

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