SOCIALLY RESPONSIBLE CONSUMER BEHAVIOR AND CUSTOMER SEGMENTATION IN THE RETAIL BANKING SECTOR

Corporate Social Responsibility (CSR) is a marketing approach focused on achieving commercial success in ways that create social value for society and its members, and adopting CSR as a company philosophy seems to be more challenging than could be expected. The article describes the current definition of Corporate Social Responsibility (CSR) and explores the Socially Responsible Consumer Behavior (SRCB). There is increasing pressure to be profitable and behave in socially responsible ways. Digitalization has significantly changed many retail banking processes, from opening accounts, paying for goods and services to signing up for mortgages. One of the biggest progress is in payment methods, which can now be processed online using digital tools. This paper aims to introduce the new payment methods and analyze new forms of client segmentation based on the credit evaluation model in the context of local conditions. Banks and other financial institutions must find ways to manage and implement their digital transformation and how to offer added value to their customers.