EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ON FIRST CITY MONUMENT BANK, BAUCHI

ABSTRACT This study investigates the effect of Corporate Social Responsibility (CSR) on the organizational image of First City Monument Bank (FCMB), with a specific focus on its Bauchi branch. The research examines three core dimensions of CSR: environmental responsibility, legal responsibility, and economic responsibility. A survey research design was employed, and data were collected through a structured questionnaire administered to 65 staff members of the bank, yielding a 95% response rate (62 respondents). The collected data were analyzed using descriptive statistics (mean and standard deviation) and regression analysis to test the stated hypotheses. The findings reveal that all three CSR dimensions have a significant positive impact on FCMB's organizational image. Environmental responsibility found to enhance the bank's reputation, particularly through green initiatives that appeal to environmentally conscious customers. Legal responsibility demonstrated the strongest effect, reinforcing FCMB's credibility and stakeholder trust through strict adherence to regulations. Economic responsibility also significantly bolstered the bank's image, with profitable yet socially responsible operations and support for Small and Medium-sized Enterprises (SMEs) being key factors. The study concludes that a strategic commitment to comprehensive CSR practices is crucial for enhancing organizational image in the competitive banking sector. It recommends that FCMB should intensify and better communicate its environmental initiatives, ensure consistent legal compliance across all operations, and continue its economically empowering programs to sustain and strengthen its positive reputation among stakeholders.