Percepciones sobre la responsabilidad social corporativa de las empresas: relación con las actitudes y conductas de sus clientes

• Sergio Antonio Pérez-Martínez ^[1] ; Gabriela Topa ^[1]
  1. [1] Universidad Nacional de Educación a Distancia

     Universidad Nacional de Educación a Distancia

     Madrid, España

     
• Localización: Acción psicológica, ISSN 1578-908X, Vol. 15, Nº. 1, 2018, págs. 103-120
• Idioma: español
• DOI: 10.5944/ap.15.1.22003
• Títulos paralelos:
  • Perceptions of corporate social responsibility: relationship with customers’ attitudes and behaviors
• Enlaces
  • Texto completo
• Dialnet Métricas: 8 Citas
• Resumen
  • español

    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.

  • English

    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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