Impact of CSR on Customer’ and Employee’ Satisfaction -Literature Review-
DOI :
https://doi.org/10.34874/IMIST.PRSM/risjes-v2i2.24427Mots-clés :
CSR, Customer Satisfaction, Employee Satisfaction, StakeholdersRésumé
This article is part of the debate on the impact of the CSR strategy on the perceptions of the company's stakeholders, namely its customers and employees. In this sense, we propose a literal review approaching the notion of Corporate Social Responsibility, as a managerial practice on the one hand and an academic concept on the other.
First, we approach the different definitions proposed for the said concept, according to the different evolutions known by it, to then detail the theories relating to CSR.
Obediently, we were able to retain that this notion is the result of reflections from multiple origins, gradually built on values that are religious, economic and ethical.
Secondly, the linking of the latest concepts of CSR and customer satisfaction, internal and external, allowed us to return to the historical sources and theoretical foundations of the second concept. Thus, we draw up a literature review focused on customer satisfaction, including a review of the different definitions and types of the latter. Then before presenting the link between CSR and customer satisfaction, we present the different models of customer satisfaction training as well as the instruments available for its measurement and evaluation.
Finally, we build the literary foundation of the last notion, namely employee satisfaction. To do so, we start with a presentation of the definitions and approaches of this concept. These different approaches have given rise to different instruments proposed for its evaluation; we thus present the best known and used of them to finally establish the link between the implementation of a CSR policy by the company and the satisfaction of its employees.
Références
-BOOKS-
Aguilera, R. V., Rupp, D. E., Williams, C. A., & Ganapati, J. (2007), « Putting the S Back in Corporate Social Responsibility: A Multilevel theory of Social Change in Organizations », Academy of Management Review, 836-863.
Carroll, A. B., & al. (2010), « Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice », International Journal of Management Reviews, 85-105.
Freeman R.E. (1984), « Strategic Management: A Stakeholder Approach », Pitman Publishing.
Igalens, J. et Peretti, J-M. (2008), « Audit social, meilleures pratiques, méthodes, outils », 159.
Bhattacharya, C. B., & Korschum, D. (2006), « The role of corporate social responsibility in strengthening multiple stakeholder relationships », Journal of Academy of Marketing Science.
-REVIEW ARTICLES-
Capron M. et F. Quairel-Lanoizelée, (2004), « Mythes et réalités de l'entreprise responsable - Acteurs, enjeux, stratégies », La Découverte.
Churchill, (1982), « An Investigation into the Determinants of Customer Satisfaction », Journal of Marketing Research.
Mullenbach-Servayre, A. (2007), « L'apport de la théorie des parties prenantes à la modélisation de la responsabilité sociétale des entreprises », La Revue Des Sciences De Gestion : Direction Et Gestion, 109-120.
Pivato S., Misani N. et Tencati A. (2008), « The impact of Corporate Social Responsibility on consumer trust: The case of Organic Food».
Vanhamme, (2002), « La satisfaction des consommateurs spécifique à une transaction : Définition, antécédents, mesures et modes ».
-MEMORY THESIS-
El Bouanani, J. (2018), « Le comportement des entreprises en matière d’Investissement Socialement Responsable et son impact sur la performance financière : Cas des entreprises labellisées RSE au Maroc », Université Cady Ayad.
El Malki, T. (2010), « Environnement des entreprises, Responsabilité sociétale et performance : analyse empirique dans le cas du Maroc », Université de la Méditerranée Aix Marseille.