UNDERSTANDING CONSUMER PERCEPTIONS OF CORPORATE SOCIAL RESPONSIBILITY BY MAPPING TECHNIQUES
Consumer perceptions of Corporate Social Responsibility (CSR) and its effect on service provider preference are investigated by joint-space maps in this paper. Four sub-dimensions (economic, legal, ethical and philanthropic) of CSR were examined with this regard. The data is collected from 120 unive...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | article |
| Lenguaje: | DE EN FR TR |
| Publicado: |
Fırat University
2019
|
| Materias: | |
| Acceso en línea: | https://doaj.org/article/db64338a6b5942349a86197112cff612 |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| Sumario: | Consumer perceptions of Corporate Social Responsibility (CSR) and its effect on service provider preference are investigated by joint-space maps in this paper. Four sub-dimensions (economic, legal, ethical and philanthropic) of CSR were examined with this regard. The data is collected from 120 university students recruited by convenience sampling method via face-to-face interview. According to the results of the survey which has examined the perception of CSR practices of GSM service providers (Turkcell, Avea and Vodafone) in Turkey, Turkcell is perceived as the most successful company in the implementation of CSR and Avea is coming next. Customers of Avea and Vodafone perceive Turkcell as the most successful company regarding CSR, but they prefer the company which they have already chosen. There is no evidence to determine about an accurate relationship between the choices of customers and their perceptions of CSR based on the joint-space maps. In addition, consumers perceive legal and ethical dimensions similar, but only Turkcell and Vodafone customers perceive economic and philanthropic dimensions very close to each other. Economic dimension is perceived relatively distant from philanthropic dimension by Avea customers than other service providers’ customers. The method used in this study provide an effective visual tool to practitioners let them to see the perceptions of consumers about CSR activities of their company. Furthermore, practitioners will be able to understand the relationship between the perception of sub-dimensions of CSR and customer preferences. They will be able to evaluate the competitors’ positions and compare all actors with each other. |
|---|