Influência da Responsabilidade Social Empresarial (RSE) na percepção de valor ao cliente

Abstract

The activities of Corporate Social Responsibility (CSR) have great potential for differentiation in a world where a simple functional satisfaction of products and services is no longer able to guarantee consumer loyalty. In this context, it is noted the interest of companies to obtain a social, environmental and economic position, so that the service as the needs of customers are supplied in such a way, that a company can build strong relationships with its customers. The basis of the research is the same as CSR practices, which are structured and based on the Caroll pyramid and it can be applied to perceive consumers’ perception and buying decisions by its research related to marketing. For this objective to be achieved, a qualitative research, this is given by applications of questionnaires involving about 350 participants. Results are expected to broaden the level of knowledge about consumers’ reaction, their forward-facing decisions as CSR actions carried out by companies, and that the present study complemented a scant literature on CSR.