Corporate Social Responsibility as a Component of a Co-operative Member-Relationship Management: Socially Responsible Behaviour of Credit Co-operatives

Publication: Scientific journalJournal articlepeer-review

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.
Original languageEnglish
Pages (from-to)23 - 37
JournalJournal of Co-operative Studies
Volume43
Issue number1
Publication statusPublished - 1 Aug 2010

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