Model amalan tanggungjawab sosial korporat Islam daripada perspektif institusi perbankan Islam

Public relation focuses on the relationship between an organisation and a variety of stakeholders via various activities including corporate social responsibilities (CSR). Majority of the previous studies have examined CSR from the Western perspectives; however, the religious elements in CSR is still under-emphasized. A study based on religious elements and Islamic values has some limitations on integrated conceptualization and implementation of the Islamic point of view. Hence, this study aims to explain the concepts, factors, challenges, dimensions, communication and implications on employees through Islamic-based CSR perspectives. A qualitative research method was applied by interviewing 27 research participant comprising Islamic scholars, CSR key players, and employees of Bank Islam Malaysia Berhad (BIMB). In addition, the content analysis of BIMB annual report, websites and Facebook were also utilised to explain the research objectives. The findings of this study indicate that the concept of CSR is based on the Piety paradigm and the principle amar makruf nahi mungkar (commanding to the right and prohibiting from the wrong), trust, hablulminallah hablulminannas (for the sake of Allah and for the good of various stakeholders) and (sincere). These principles need to be practised by the management, key players and employees in the organization in order to attain barakah (Allah’s blessings) and to enhance the well-being of the stakeholders and organizations. The findings of CSR implementation including factors, challenges, dimensions, communication and implications depict that CSR from Islamic perspective is slightly different from the Western views. A CSR practice model has been developed based on the findings of the study to help the organizations, especially Islamic organization, to manage CSR systematically. Hence, the findings and the proposed model of CSR based on Islamic perspective, may offer new insights to the body of knowledge on CSR and contribute to the further to the development of CSR strategies for Islamic-based organizations