IJMBR

Journal Information

Print ISSN 2228-7019
Online ISSN 2228-7027

Frequency: 4 Issues/Year

Publisher

    An official journal of the Islamic Azad University (IAU)


The Role of Corporate Social Responsibility in Company Evaluation and Purchase Intent

Sakapas Saengchai, Watcharin Joemsittiprasert


Abstract:

Background: Every country has a unique set of social, political and economic values; these values drive the perception of the people living in the country. Similarly organization set up in these countries also driven by these values. In socially conscious world; people and organization are actively participating in activities which translated into positive impact on the society. Similarly, people also want to associate themselves with organization and brand that are enthusiastically contributing in the welfare of the society. This elaborates the concept of Corporate Social Responsibility. Purpose: The main purpose of this paper is to test how customer responds to CSR activities of an organization which is influenced by how customer perceived CSR, trust they have on CSR and awareness they have about CSR. Similarly, how these elements translated into customer evaluation and purchase intention. Methodology: Detailed literature review was done with respect to CSR. Both Quantitative & Qualitative methods were part of data collection. Well-structured questionnaire was developed to collect the data for Quantitative research. Qualitative data was gathered through interviews. Data was further analyzed through SPSS software program. Findings: It was established through the study that two elements showed positive customer response that is trust of CSR & awareness of CSR whereas perception of CSR did relate to evaluation of company but doesnt trigger customer towards purchase intent. Originality: Research will be beneficial for policy maker because it will provide a strategic guideline that how organization should implement their CSR program in Thailand. Further results have also shown the importance of engaging customer as partner in CSR activities to further strengthen the association between customer and organization.

Keywords: Corporate Social Responsibility, Customer Response, Customer perception of CSR, Customer Trust on CSR, Customer Awareness of CSR, Company Evaluation and Purchase Intention

Volume: 9 | Issue: 3

Pages: 49-60

Paper ID : 190033

Issue Date: August , 2019

Download Full Text