Sustainability in Marketing through Customer Relationship Management in a Telecommunication Company

Hitka, Miloš; Pajtinkova-Bartakova, G.; Lorincová, Silvia; Paluš, Hubert; Pinak, A.; Lipoldová, Martina; Krahulcová, Martina; Slašťanová, Nikola; Gubíniová, Katarína; Klarić, Kristina

doi:10.21272/mmi.2019.4-16

Cited by 13 publications

(12 citation statements)

References 63 publications

(14 reference statements)

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“…The aim of socially responsible brand communication is to make the social, economic, and environmental responsible activities of the brand visible. As we are increasingly talking about the issue of environmental protection or the interests of the whole society in connection with marketing, it is necessary to adapt traditional models of marketing management to this new situation [58]. This also means that the brand has to move from traditional marketing principles to green marketing when creating socially responsible strategies, including communication [59][60][61].…”

Section: Results Of the Bibliometric Analysismentioning

confidence: 99%

Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification

2020

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Green marketing is focused on a responsible approach to the environment, which is integrated into various areas of society. In order to build a successful and socially responsible brand, it strives to apply environmental principles that attract new customers or strengthen the loyalty of existing ones. To ensure success, it is necessary to focus on green marketing as a part of socially responsible brands’ communication to individual target groups, which can be divided according to the age of the consumer generations, which have similar requirements for product characteristics. The main aim of the paper is to determine the differences between generational cohorts of Slovak consumers in perception of green marketing as part of socially responsible brands’ communication. The most important sources for secondary data were scientific research, statistical databases, and published professional publications. In order to find out the perception of green marketing as a part of socially responsible brands’ communication from the aspect of generational stratification, a questionnaire survey was conducted among Slovak consumers. Based on the analysis and results of the questionnaire survey, benefits of green marketing as part of socially responsible brands’ communication focused on individual consumers’ generations are highlighted, such as gaining competitive advantage, increasing the brand value, improving brand loyalty, and increasing the attractiveness for investors.

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Section: Results Of the Bibliometric Analysismentioning

confidence: 99%

Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification

2020

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“…Although consumer awareness of CSR appears to be very low, customers are actually interested in it and would like to know more about CSR. Which is an opportunity for companies to communicate CSR to customers and create a good image [25].…”

Section: Literature Reviewmentioning

confidence: 99%

The perception of corporate social responsibility and its impact on consumer buying behaviour in the process of globalization

Nadányiová

2021

SHS Web of Conf.

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Research background: In the current era of globalization, corporate social responsibility has been gaining an increasing attention. By implementation CSR activities into their business strategy, companies can gain positive feedback from stakeholders including consumers and thus new competitive advantage. Creating positive attitude on CSR from the consumers that subsequently can influence their buying behaviour depends on many factors such as how the companies understand and perform their CSR initiatives and finally, how they communicate them to stakeholders. Purpose of the article: The main aim of the article is to determine the perception of corporate social responsibility and its impact on consumer buying behaviour in the process of globalization. This includes the literature review on the issue and analysis focused on the perception of corporate social responsibility and its impact on consumer buying behaviour. Methods: General scientific methods were applied for the processing of the data as well as mathematical-statistical methods to evaluate the data collated from the results of the questionnaire survey and to statistical hypothesis testing. The secondary data for the analysis were obtained from scientific researches, statistical tables and professional publications. In order to determine the perception of corporate social responsibility and its impact on consumer buying behaviour, a questionnaire survey was conducted among Slovak consumers. Findings & Value added: Based on analysis and questionnaire survey results, measures for the efficient implementation of corporate social responsibility are proposed, and its benefits are highlighted, such as strengthening the company’s image, improving customer relationships, gaining their loyalty and competitive advantage.

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“…They strive to stand on the three basic pillars in the long run and as firmly as possible -economic efficiency, environmental responsibility and social commitment. CSR is thus becoming not only an important means for companies to be competitive in the long run, but also for communities and society to develop successfully on a lasting basis [4,5].…”

Section: Introductionmentioning

confidence: 99%

The usage of the CSR concept and its communication in Slovak companies in the process of globalization

2021

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The socially responsible communication is focused on the visibility of the social, economic and environmental responsible activities of the company through a variety of communication tools. In the reason of the gradual globalization that brings many changes whit the impact on the business and the environment including the growing importance of socially responsible corporate behaviour, the paper is aimed on the usage of the CSR concept in Slovak companies and the determination of their communication in the process of globalization. This includes providing the theoretical background and analysis of the corporate social responsibility and its communication from the viewpoint of Slovak and foreign authors. The important source for secondary data was scientific researches, statistical databases, published professional publications. In order to determine the level of usage, the CSR concept and its communication in companies in Slovak Republic, a questionnaire survey was conducted among Slovak consumers. Based on the analysis and results of the questionnaire survey, benefits of the efficient socially responsible company’s communication are highlighted such as gaining competitive advantage, increasing the brand value, improving customers loyalty and relationships with stakeholders.

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Sustainability in Marketing through Customer Relationship Management in a Telecommunication Company

Cited by 13 publications

References 63 publications

Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification

Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification

The perception of corporate social responsibility and its impact on consumer buying behaviour in the process of globalization

The usage of the CSR concept and its communication in Slovak companies in the process of globalization

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