دانلود مقاله با موضوع نتایج بازاریابی CSR و مدیران شعب تصورات CSR
در قالب pdf و در 23 اسلاید،قابل ویرایش، شامل:
موضوع به انگلیسی:CSR marketing outcomes
and branch managers’
perceptions of CSR
بخشی از متن:Abstract
Purpose – The purpose of this paper is to analyze the role of bank branch managers’ perceptions of
corporate social responsibility (CSR) in CSR marketing outcomes.
Design/methodology/approach – The paper proposes a causal model establishing that managers’
perceptions of CSR influence the perception of CSR held by the branch’s customers, which in turn directly
affects customer satisfaction, customer trust, customer engagement and customer loyalty. The unit of
analysis in this quantitative study is the bank branch. Two questionnaires were administered: one to branch
managers and another to five customers in each branch.
Findings – Branch managers’ perceptions of CSR have a marked influence on customers’ perceptions of CSR,
which again have a notable impact on the relationship variables studied: customer satisfaction, customer
trust, customer engagement and customer loyalty.
Research limitations/implications – The sample was taken from two banks in the same country (Spain)
and only five customers were interviewed in each branch. The type of customers analyzed should be taken
into account since a growing number of customers now carry out all of their banking online and are less likely
to visit their branch
