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2016 | 42 | 267-292
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Customer’s Perception Towards Corporate Social Responsibility (CSR) - A Case Study of Reliance Life Insurance

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Last decade has seen a remarkable change and upgrade in the way companies look and invest in corporate social responsibilities that they owe towards the society and the nation as a whole. CSR activities are those efforts undertaken by corporates to give back to the society as a whole from which they earn and become successful. This study aims in finding out how significant CSR activities are in making the customers’ perception towards a company with the overview of customers of Reliance Life Insurance. This study also intends to seek and show how a company can change customers’ perception towards its products and services by widening the scope of their CSR activities. Interview of Human Resource senior Official and 80 other customers were undertaken to complete this study. The findings of the study suggest that there is a significant rise in the business performances and a very positive customer perception towards Reliance Life Insurance through the conduction of CSR activities. Customers being aware are assertively looking forward to deal with companies that are active in CSR actions.
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  • School of Banking & Commerce, Jagran Lakecity University, Bhopal (M.P.), India
  • Research Scholar for Doctor of Philosophy, Barkatullah University, Bhopal (M.P.), India
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