Using Corporate Social Responsibility to Strengthen Employee and Customer Relationships

Corporate social responsibility (CSR) is increasingly gaining attention as a means by which companies can improve customer-company relationships, yet prior research has tended to ignore a central contributor to these relationships: the “internal customer” (i.e., the employee). A two-part study seeks to extend the CSR literature by investigating the effectiveness of CSR as a marketing lever for both employees and consumers. We draw on the CSR, social identity theory and internal marketing literatures to show that, contingent upon a number of factors, CSR can strengthen relationships (1) between employees and the company, and (2) between employees and customers. Subsequently, CSR is demonstrated to be an additional means by which companies can practice the marketing concept among two of its primary stakeholder audiences, employees and consumers.


Daniel Korschun, C.B. Bhattacharya, and Sankar Sen (2009) ,"Using Corporate Social Responsibility to Strengthen Employee and Customer Relationships", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 64-66.


Daniel Korschun, Drexel University, USA
C.B. Bhattacharya, Boston University, USA
Sankar Sen, Baruch College/CUNY, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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