Corporate Social Responsibility and Its Influence on the Positioning of Financial Institutions in Arequipa, Peru 2021

In recent years, due to the concern for the preservation of the environment, companies must take action to ensure sustainability during their economic processes from an environmental and social aspect. It is for this reason that Corporate Social Responsibility (CSR) has taken an essential role in the Image and Positioning of companies in recent years. Despite this fact, in Peru, only some entities implement it. This article aimed to determine how the Positioning of financial institutions in the city of Arequipa, Peru, in 2021 is influenced by corporate social responsibility. To this end, a methodology of mixed approach of basic type, explanatory level, and non-experimental design was developed. The sample consisted of a total of 382 clients from 4 different financial institutions in the city of Arequipa: Caja Arequipa, Banco BCP, Banco Scotiabank, and Mibanco, which allowed the quantitative analysis of the study. Among the main results, it was obtained that the variation in a unit of economic, social, and environmental responsibility generates a variation in the Communication of 0.208, 0.301, and 0.182 units to the Identity in 0.271, 0.296, and 0.271 units and to the image in 0.362, 0.130, and 0.174 units, respectively.