Utilization of DEMATEL and WINGS Method in Field of Corporate Social Responsibility

Corporate Social Responsibility has become an integral part of many organizations. The CSR concept can be generally understood as a willing obedience of responsible behavior and social engagement at regional, state and global level, as well. A broad thematic range of the CSR concept interconnecting a large quantity of scientific fields and expert opinions leads to a terminological disunity resulting in many various definitions. An exact measurement is a very questionable and difficult task. The main goal of this paper is to compare applications of DEMATEL and WINGS method used for the CSR performance measurement, identify possible relations among selected CSR activities from a managerial point of view according to results of those methods and determine key factors of successful CSR strategy for banking organizations. Both methods belong to multiple-attribute decision-making methods (MADM methods) that are based on a usage of pairwise comparisons. Results show that the economic field is the most important factor, while safety, ethical codes, ecological innovations, management and certifications, and employee welfare belong to the key CSR criteria.