Customers' perceptions about corporate social responsibility and the role of their socio-demographic characteristics
Part of : MIBES Transactions : international journal ; Vol.6, No.1, 2012, pages 90-99
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Pages:
90-99
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Abstract:
In the current business setting Corporate Social Responsibility has become a new field of competition between firms. Trying to determine the perceptions of users of mobile telephone services about CSR activities of their providers, we adopted a multidimensional perspective of social responsibility. Evidence from 152 customers showed that customers' perceptions about CSR consists of four dimensions: economic, legal and ethical, ethical towards customers and discretionary responsibility. Additionally, it was revealed that socio-demographic characteristics such as gender and years of purchase influence the importance they place on social responsibility and loyalty patronage behavior towards socially responsible providers.
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Subject (LC):
Keywords:
corporate social responsibility, loyalty patronage behavior, consumer behavior, mobile telephony
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