Percepciones sobre la responsabilidad social corporativa de las empresas: relación con las actitudes y conductas de sus clientes
DOI:
https://doi.org/10.5944/ap.15.1.22003Palabras clave:
Responsabilidad Social Corporativa, actitudes, conducta, valor percibido, intención de compra, Corporate Social Responsibility, attitudes, behavior, perceived value, buying intentionResumen
Resumen
El presente estudio explora la relación entre las percepciones de una muestra de clientes sobre la Responsabilidad Social Corporativa (RSC) de las empresas del IBEX 35 y sus actitudes y conductas. Las percepciones de los clientes sobre la RSC de las empresas del IBEX 35 se relacionan con el beneficio percibido, con el valor percibido de los servicios o productos de la empresa y con la intención de compra o adquisición futura del producto o servicio. La muestra ha estado formada por 1011 clientes de las empresas cotizantes en el IBEX 35. A partir de los resultados se afirma que las tres dimensiones de la RSC percibida por los clientes son diferentes entre sí, y que se relacionan positiva y significativamente con el beneficio, el valor percibido y la intención de compra de los clientes. Las aportaciones de este estudio permitirán enlazar las actividades sociales de las empresas y el grado de motivación de los consumidores, relaciones éstas que se convierten en esenciales a la hora del diseño de los productos y / o servicios de las empresas.
Abstract
The present study aims to empirically explore the relationship between perceptions of Corporate Social Responsibility (CSR) of IBEX 35 companies’ customers, their attitudes and behaviors. The relationship between the customers’ perception of CSR of the IBEX 35 companies with their products or services’ perceived benefit and perceived value and with customers’ buying intention of their products or services is empirically analyzed. The sample includes 1011 clients of the IBEX 35 companies. The results supported that the three dimensions of the CSR perceived by the clients are different from each other, and that they are related positively and significantly with the benefit, the perceived value and the customers’ purchase intention. The study contributions will link the Firm’s CSR activities with the degree of motivation of consumers, relationships that become essential when designing companies’ products and / or services.
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