THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY (CSR), EMPLOYEE ENGAGEMENT (EN) AND GREEN INNOVATION (GI) IN ENHANCING OPERATIONAL PERFORMANCE (OP) IN COMMERCIAL BANKS IN DA NANG CITY

Abstract

Based on the survey results from 526 individuals who are employees of commercial banks in Da Nang City, this study applies basic theories and previous research to analyze and assess the role of Corporate Social Responsibility in enhancing Operational Performance in commercial banks in Da Nang. The study was conducted by combining basic analytical methods such as statistics, Cronbach's alpha reliability, Exploratory Factor Analysis, measurement model, and Structural Equation Modeling (PLS-SEM) using SPSS and SMART-PLS software. The study provides noteworthy results, specifically: (1) Corporate Social Responsibility has a positive impact on Employee Engagement, Green Innovation, and Operational Performance, and (2) Employee Engagement and Green Innovation have a positive impact on Operational Performance. The research results indicate the role of corporate social responsibility, employee engagement, and green innovation in enhancing operational performance at commercial banks. Future studies can increase the sample size and expand the research scope across multiple provinces and cities to enhance the applicability of the findings.