تأثیر مسئولیت اجتماعی شرکت‌ها بر واکنش مصرف‌کننده با تعدیل گری شایستگی‌های محوری شرکت | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 16، دوره 13، شماره 25، شهریور 1400، صفحه 447-473 اصل مقاله (625.05 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/bar.2021.13666.3444 | ||
| نویسندگان | ||
| نادر اسکندری1؛ محمد باشکوه اجیرلو* 2؛ حسین رحیمی کلور2 | ||
| 1کارشناسی ارشد مدیریت بازاریابی، دانشکده ادبیات و علوم انسانی، دانشگاه محقق اردبیلی، اردبیل، ایران | ||
| 2دانشیار گروه مدیریت بازرگانی، دانشگاه محقق اردبیلی، اردبیل، ایران | ||
| چکیده | ||
| مسئولیت اجتماعی شرکت‌ها، اقدام ضروری برای سازمان‌ها به رسمیت شناخته‌شده است؛ از آنجا که ارتباط مثبت بین اقدامات مسئولیت اجتماعی شرکت و واکنش مصرف‌کنندگان نسبت به شرکت و محصولات آن وجود دارد؛ بنابراین، هدف این پژوهش بررسی تأثیر مسئولیت اجتماعی شرکت بر واکنش مصرف‌کننده با نقش تعدیل‌کنندگی شایستگی‌های محوری شرکت است. این پژوهش ازنظر هدف کاربردی و ازنظر نحوه گردآوری داده‌ها توصیفی-پیمایشی است. جامعه آماری پژوهش حاضر شامل تمامی مشتریان صنعت بانکداری در شهر اردبیل بودند که 460 نمونه صحیح مورد ارزیابی قرار گرفت. برای بررسی متغیرهای پژوهش از ابزار پرسشنامه استفاده شد که دارای 56 سؤال است. در این پژوهش اطلاعات موردنیاز از دو طریق کتابخانه‌ای و میدانی یا پیمایشی جمع‌آوری‌شده است. همچنین برای تجزیه‌وتحلیل داده‌ها از نرم‌افزارهای SPSS و AMOS استفاده‌شده است. یافته‌های پژوهش نشان داد که، مسئولیت اجتماعی شرکت بر واکنش مصرف‌کننده اثر ساختاری مثبت دارد و به ترتیب ابعاد اخلاقی، بشردوستانه، اقتصادی و قانونی بیشترین اثر ساختاری را دارند. همچنین نتایج نشان داد شایستگی‌های محوری شرکت اثر ساختاری مسئولیت اجتماعی شرکت بر واکنش مصرف‌کننده را تعدیل نمی‌کند. | ||
| کلیدواژه‌ها | ||
| شایستگی محوری؛ مسئولیت اجتماعی شرکتی؛ واکنش مصرف کننده | ||
| عنوان مقاله [English] | ||
| The Impact of Corporate Social Responsibility on Consumer Reaction with the Moderating Role of Corporate Core Competencies | ||
| نویسندگان [English] | ||
| Nader Eskandari1؛ Mohammad Bashokouh Ajirlo2؛ Hossein Rahimi Kolour2 | ||
| 1MA of Marketing Management, Faculty of Literature and Humanities, University of Mohaghegh Ardabili, Ardabil, Iran | ||
| 2Associate Professor, Department of Business Management, University of Mohaghegh Ardabili, Ardabil, Iran | ||
| چکیده [English] | ||
| Introduction: Corporate social responsibility is recognized as an essential action for organizations. Market studies show that there is a positive relationship between corporate social responsibility measures and consumer reaction to the company and its products. Banks, compared to other firms, play a key role in institutionalizing social responsibility in societies. The role of banks as facilitators and drivers of economic and business cycles, as wealth-creating institutions and as providers of services to local, national and international communities underscores the importance of these institutions in streamlining the social movement of social responsibility throughout the society. Methodology: The present study is applied in terms of purpose and descriptive in terms of the data collection. The method of data collection is a field survey, and the tool of data collection is a standard questionnaire. The statistical population of the study is the customers of the banking industry in Ardabil. To determine the sample size, since the total number of the study population was unlimited, the Morgan table was used. In this table, a sample of 384 represented a large number of communities. To ensure that the number of sample cases was sufficient, and due to the possible non-cooperation of some people, the questionnaires were distributed among 600 people. Out of this number, 460 decomposable and analytical questionnaires were returned. The method of distributing the probabilistic questionnaire was available. The selection of this method was due to the big size of the community, the involvement of the customers of all the banks in Ardabil, time constraints for accurate classification, and difficult access to the customers. Based on this, with the discretion of the supervisor, a questionnaire was provided to those customers who were willing to cooperate. Of course, the researcher tried to distribute the questionnaires evenly among the city-level banks. In the present study, to test the research hypotheses, structural equation modeling was done using the Amos software. Results and Discussion: Social issues and problems have recently attracted the attention of many experts and stakeholders in different societies as a result of the lack of care by organizations and managers for their social duties and responsibilities. Today, companies are committed to expressing the effects of their activities on the natural environment and society. Corporate social responsibility is considered essential for organizations. As a result, it has competitive advantages and positive economic results for companies. One of the most important stakeholders that are highly sensitive to corporate social responsibility initiatives are customers, who are at the core of corporate social responsibility to maximize profits in the long run. Investing in social responsibility programs that are reflected in the community shows that the company actually cares about the people and is willing to respond to the community. Banks, compared to other firms, play a key role in institutionalizing social responsibility in the society. In recent years, financial institutions have broadened the range of social and environmental activities that can be implemented in their institutions. In addition to playing their role in managing the impact of their performance on the society, these financial institutions play a vital role in encouraging their customers (real and corporate) to take responsible actions and reduce the adverse social and environmental effects of their activities. The other variables that can play an effective role in provoking a positive customer response include the core competencies of the company. The competencies of the organization perceived through strong relationships between the service provider and the customer can lead to increased customer trust. The core competencies of companies today play a decisive role in the reaction of consumers to their services because customers are in touch with these competencies. Moreover, these competencies lead to a competitive advantage for companies and guide them in achieving their pre-defined goals. In order to achieve a more competitive advantage in their industry, banks also seek to strengthen their core competencies on the one hand and take a closer look at their social responsibility on the other. Social responsibility activities are effective in creating a growing and healthy society. They are an important type of financial institutions with an undeniable role in the society, and their performance affects the whole society. So, their attention to social responsibilities is very important. In this regard, more approaches to social responsibility and core competencies can provoke a positive reaction from consumers. Conclusion: The findings showed that the social responsibility of banks and economic, legal, moral, and humanitarian responsibility have a positive structural effect on consumer reaction, and the core competencies of the company do not moderate the structural effect of corporate social responsibility on consumer reaction. Extensive studies have been conducted in this field, it is concluded that social responsibility activities are effective in creating a growing and healthy society. Since banks, as one of the most important economic institutions, have an undeniable role in the society and their performance affects the whole society, it is very important for them to pay attention to the category of social responsibilities. In this regard, banks can improve the welfare and economic conditions of the society by providing opportunities for growth in production and employment. | ||
| کلیدواژه‌ها [English] | ||
| Consumer reaction, Core competence, Corporate social responsibility | ||
| مراجع | ||
|
Agudelo, M.A.L., Jóhannsdóttir, L., Davídsdóttir, B. (2019). A literature review of the history and evolution of corporate social responsibility. International Journal of Corporate Social Responsibility, 1-23. Ahmadvand, F., Sardari, A. (2020). Surveying The Effect Of Brand Equity On Consumers Responses. Commercial Strategies, 11(4), 63-78. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Al Mubarak, Z., Ben Hamed, A., & Al Mubarak, M. (2018). Impact of corporate social responsibility on bank’s corporate image. Social Responsibility Journal. Alvani, Seyed Mehdi, Seyed Naghavi, Mir Ali, Zare Bozorg Abadi, Reza. (1395). The place of core competencies in succession. Public Management Perspectives, 7 (3), 41-62. Abbasi, A., MansorabadI, Z., & Mahmood, S. S. (2017). The effect of corporate social responsibility on customer trust and purchase intention with emphasis on the mediator role of customer satisfaction. Barney, J.B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. Barney, J.B. (1997). Gaining and Sustaining Competitive Advantage, Addison-Wesley Publishing Company,Reading, MA. Bashokouh Ajirlo, M., Khodadad Hoseini, S., Kord Naiej, A., Azar, A. (2012). An Investigation of Factors Affecting on the Coordination of Multi-Channel Distribution from Manufactures Perspective. Journal of Business Management, 4(1), 1-18. doi: 10.22059/jibm.2012.28610 Baskentli, S., Sen, S., Du, S., & Bhattacharya, C. B. (2018). Consumer reactions to corporate social responsibility: The role of csr domains. Journal of Business Research. Carroll, A. B. (2016). Carroll’s pyramid of CSR: taking another look. International journal of corporate social responsibility, 1(1), 3. Chen, X., Huang, R., Yang, Z., & Dube, L. (2018). csr types and the moderating role of corporate competence. European Journal of Marketing. 1-30. Dumitrescu, C., Hughner, R.Sh., Shultz, C.J. (2018). Examining consumers' responses to corporate social responsibility addressing childhood obesity: The mediating role of attributional judgments. Journal of Business Research, 132-140. Galbreath, J. (2010). How does corporate social responsibility benefit firms? European Business Review, 4, 411-431. Gao, Y., Mattila, A.S. (2014). Improving consumer satisfaction in green hotels: The roles ofperceived warmth, perceived competence, and CSR motive. International Journal of Hospitality Management, 42, 20–31. Grant, R.M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. California Management Review, 33(3), 114-135. Haghighatian, M., Hashemianfar, S., Moradi, G. (2013). The Survey of the Effect of Organizational Socialization on Social Responsibility of Employee’s in Kermanshah Oil Company. Journal of Applied Sociology, 24(3), 71-96. Hur, W. M., Kim, H., & Woo, J. (2014). How csr leads to corporate brand equity: Mediating mechanisms of corporate brand credibility and reputation. Journal of Business Ethics, 125(1), 75-86. Imani, P., Hajiha, Z., Amirhosseyni, Z. (2017). The examination of effect of earnings persistence and profitability on disclosure level of Corporate Social Responsibility listed in Stock Exchange in Tehran. Management Accounting, 10(33), 73-88. Jones, R. J., Reilly, T. M., Cox, M. Z., & Cole, B. M. (2017). Gender makes a difference: Investigating consumer purchasing behavior and attitudes toward corporate social responsibility policies. Corporate Social Responsibility and Environmental Management, 24(2), 133-144. Kafashpour, Azar., Rahimpour., Fariborz., Fanaei Jizabad, Fatemeh. (2016). Investigating the effect of social media on customers' intention to buy. Third International Conference on Media Management, 11-5. Mattila, M. (2009). Corporate & image in organization: for the insiders or the outsider?. Social Responsibility Journal, 4, 540-549. McDonald, L. M., & Rundle-Thiele, S. (2008). Corporate social responsibility and bank customer satisfaction: a research agenda. International Journal of Bank Marketing, 26(3), 170-182. Mousavi, S., Rezaei, F., Shahveisi, F. (2017). Developing the corporate social responsibility Model and its impact on the Qualitative Characteristics of Financial Information. Management Accounting, 10(33), 89-108. Mowen, john, C., Minor Micheal, S. (2001). consumer behavior: A Framework, prentice- hall. Na’ami A, Gholampoor A. Investigating Factor Structure of Social Responsibility, Customer Satisfaction, Organizational Reputation and Performance in Enterprises (Case study: Bank Shahr). IUESA. 2017; 5 (17) :1-12 Öberseder, M., Schlegelmilch, B. B., & Murphy, P. E. (2013). csr practices and consumer perceptions. Journal of Business Research, 66(10), 1839-1851. omidi, F., Rezaie Dolatabadi, H., Mohammad shafiee, M. (2016). The Impact of Corporate Social Responsibility on Social Performance and Customer Reactions in the Foods Industry. New Marketing Research Journal, 6(1), 161-178. doi: 10.22108/nmrj.2016.20659 Park, E., Kim, K. J., & Kwon, S. J. (2017). Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust. Journal of Business Research, 76, 8-13. Pérez, A., López, C., & García-De los Salmones, M. D. M. (2017). An empirical exploration of the link between reporting to stakeholders and corporate social responsibility reputation in the Spanish context. Accounting, Auditing & Accountability Journal, 30(3), 668-698. Prahalad, C. K., & Hamel, G. (2006). The core competence of the corporation. In Strategische unternehmungs planung—strategische unternehmungs führung, 275-292. Springer, Berlin, Heidelberg. Rigby, D., & Bilodeau, B. (2015). Management Tools and Trends 2015, Boston: Bain & Company. saedi A. Investigating Brand's Social Power Base Effects on Purchase Behavior: Mediating Role of Consumer's Product Cognitive Engagement Level. IQBQ. 2017; 21 (3) :217-241 sangari, N. (2017). Developing the Core Competencies Model of Islamic University Faculty Members (Case Study: Alzahra University. , 6(13), 45-60. Srivastava, R.K., Fahey,L. and Christensen, H.K. (2001). Theresource-based view and marketing: the role of market-based assets in gaining competitive advantage. Journal of Management, 27(6), 777-802. Surroca, J., Tribo, J.A. and Waddock, S. (2010). Corporate social responsibility and financial performance. Strategic Management Journal, 31(5), 463-490. Taysir, E.A., Pazarcik, Y. (2013). Business ethics, social responsibility and corporate governance: Does the strategic management field really care about these concepts?. Procedia - Social and Behavioral Sciences 99, 294 – 303. Vila-López, N., Küster-Boluda, I. (2018). Consumers' physiological and verbal responses towards product packages: Could these responses anticipate product choices?. Physiology & Behavior Journal, 1-8. Wernerfelt, B. (1995). The resource-based view of the firm: ten years after. Strategic Management Journal, 16(3),171-174, availableat: www.jstor.org/stable/2486738 Wyman, J.F. et al., (2019). Development of core-competencies and a recognition program for gerontological nursing educators. Journal of Professional Nursing, 1-8. | ||
|
آمار تعداد مشاهده مقاله: 615 تعداد دریافت فایل اصل مقاله: 456 |
||