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The evaluation of the use of CSR strategy in the tunisian banking sector: STB as a case study

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par Sonia Raouafi Melki
Institut Supérieur des Etudes Appliquées en Humanités de SbeàŪtla Tunisie - Licence appliquée en Anglais des affaires 2010

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University Of Kairouan



Topic: The Evaluation of the Use of CSR strategy in the Tunisian
Banking sector: STB as a Case Study

Supervised by: Mrs. Nadia Abid Submitted by: Sonia Rawefi

A memoire submitted in partial fulfillment of the requirements of
a «licence appliquée» in Business English

Academic year: 2010- 2011


This research project would not have been possible without the support of many people.

I would like to express my gratitude to my supervisor Miss. Nadia Abid, who offered me invaluable assistance, support and guidance.

My love and gratitude to my beloved family, my dear husband and friends; for their understanding and endless love through the duration of my studies.

Executive summary

This research aims at evaluating Corporate Social Responsibility in the banking sector in Tunisia and took La Société Tunisienne de Banque (STB) as a case study. This evaluation was carried out by means of a questionnaire distributed to twenty agents working in two STB branches.

What is visible through the findings is that CSR sphere receives a regular attention from STB, especially the social dimension. But remarkably, only a few employees seem to have participated in CSR environmental projects or seminars, this would either suggest a lack of employees' knowledge or a lack of CSR principles implementation.

Table of Contents

Introduction 1

I-Chapter I- Literature Review

1.1CSR: Definitions


1.2CSR as a business strategy


1.3 CSR basic principles


1.3.1 Theoretically

1.3.2 Practically

1.4 The objectives of CSR .7

1.5. CSR in Banking 7
1.5.1. Economic responsibility

1.5.2. Social responsibility

1.5.3. Environmental Responsibility

1.6. Impacts of CSR strategy on banking 11

1.6.1. Economic effects

1.6.2. Social effects

1.6.3. Environmental effects

1.7. Banking and financial system in Tunisia 14

1.8. Banking supervision 15

1.8.1 Legal supervision 1.8.2 Internal supervision

1.9. La société Tunisienne de Banque (STB) 17

1.9.1 Definition


1.9.3 STB Strategy towards its clients locally and internationally

1.9.4 STB Employees

Chapter II: Methodology 22

2.1 Subjects

2.2 Data collection instrument

2.3 Procedure

Chapter III Results and discussion 23

Conclusion 29

The questionnaire .30



List of Acronyms

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