ABSTRACT
Customers and employees of the SBI Life come up with a viewpoint that initiation of CSR
activities can create a good brand image of the company and thus can be a contributing factor towards
the profitability factor of the company. Employees have opined that the performance of CSR activities
is not mostly considered as a base for selecting insurance providers. This research study aims to find
out customers and employees perception towards CSR activities performed by one of the leading
insurance provider SBI Life limited to Bhopal region. The primary data of the study is collected
through questionnaire designed for employees and customers separately. The findings of the study
suggest that there is a significant rise in the business performances and a very positive customer
perception towards SBI Life through the conduction of CSR activities. With the boom of international
trade and outsourcing business, their CSR conduct is the sine quo non for building a more powerful
brand that customers’ perceive enthusiastically.
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