Research On Driving Factors For Corporate Social Responsibility Of Commercial Banks

Entering the21st century, foreign commercial banks gradually realize the significance of CSR in its development. CSR of commercial banks as one of evaluation criteria for the success is one source of competitive advantage. Well-known commercial banks gradually give up the pursuit of profit maximization and put CSR into the enterprise development strategy. However, the status of CSR practices of domestic commercial banks is not optimistic, the practice is still in its infancy, and there is a big gap with the practice of foreign commercial banks. The issues about how to better promote the commercial banks to fulfill CSR and which factors drive the commercial banks to fulfill CSR need future research.This paper reviews the related literatures in the field of CSR, concludes the development process of CSR and definition, cards the stakeholders’ theories which have an impact on CSR, and summarizes the status of domestic commercial banks to fulfill CSR. Through the analysis of the special attributes of commercial banks, the author defines the concept of commercial banks’s CSR This paper starts with stakeholders in commercial banks and extracts the demands of stakeholders through the report on CSR of commercial banks. On this basis, the article puts forward the compositions of driving factors of commercial banks to fulfill the CSR, thus constructs a driving model of commercial banks’ CSR. Through consulting related literature and combining with analysis about the interests of commercial bank stakeholders’ demands, identify the driving factors of CSR performed by commercial banks. Using the Fuzzy DEMATEL method driving factors can be divided into reason factors and result factors and through the Centrality Degree and Cause Degree analysis, the article selects the key driving factors, the most fundamental driving factors and the most direct driving factors on the commercial banks of fulfilling CSR, then provide some reference for the study of commercial Banks how to better fulfill the CSR.