Abstract
The term 'Corporate Social Responsibility' (CSR) refers to the stakeholders' demand on firms to act socially responsibly. In an exploratory research project, a stratified sample of 3,000 customers (884 member customers and 2,116 non-member customers in line with the customer structure) of an Austrian credit co-operative was questioned. 342 usable questionnaires (143 member-customers, 199 non-member customers) were returned. These data suggest that members of co-operatives are not only interested in the co-operative's services, but also in other partial benefits. So they are interested in the co-operative itself because they can identify with the values conveyed. In the course of a differentiated co-operative member-relationship management (cMRM), CSR measures, through socially responsible actions, can achieve positive image effects and can contribute to the enhancement of the membership value of certain member types.
Originalsprache | Englisch |
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Seiten (von - bis) | 23 - 37 |
Fachzeitschrift | Journal of Co-operative Studies |
Jahrgang | 43 |
Ausgabenummer | 1 |
Publikationsstatus | Veröffentlicht - 1 Aug. 2010 |