In view of Taiwan’s current economic and financial environment, foreign banks buttressed by strong capital have arrived to compete with domestic banks. Foreign bank branch locations in the country are far fewer than those of domestic banks, but the corporate image of the foreign banks is much more positive and the profits are much higher than domestic banks. In such a competitive business environment, how domestic banks can learn from foreign banks, improve their image through the performance of social responsibility, and acquire differentiated competitive advantage, and how foreign banks put their strengths to good use, choose the most cost-effective social responsibility in their execution remain the most important current issues for all foreign and domestic banks.
The following conclusions were drawn through empirical analysis, which shall serve as a reference for bankers in their business improvements:
1.Foreign banks’ corporate image, corporate social
responsibility, and organizational talent attraction
displayed a significantly positive correlation, of which
the corporate social responsibility and corporate image
showed the highest correlation.
2.In terms of corporate social responsibility type,
“economic responsibility” displayed a significantly
positive impact on foreign banks’ talent attraction.
3.In terms of corporate image, “corporate image” and
“functional image” displayed a significantly positive
impact on foreign banks’ talent attraction.
4.In terms of corporate social responsibility type,
“economic responsibility” and “discretionary
responsibility”displayed a significantly positive impact
on foreign banks’ corporate image.
According to the research results, domestic banks and foreign banks alike should place emphasis on corporate social responsibility in order to enhance corporate image performance. When developing corporate social responsibility activities, organizational talent attraction ought to be taken into consideration, and focus should be given to the planning and implementation of the social responsibility types of the industry so as to maximize the activity benefits, attract talent, and thus enhance corporate competitiveness.