Measuring The Relationship Between Corporate Social Responsibility And Corporate Image: A Case Study Of Bharti Airtel Ltd. And Bharatsanchar Nigam Ltd (BSNL)
Keywords:
Corporate Image, Corporate Social Responsibility (CSR), Social Causes, Environment, Customer Satisfaction, Telecom Companies, BSNl, and Airtel.
Abstract
Quite evidentlyorganizationsmake extra efforts to generate a good image in order to ensure customer loyalty and good word of mouth which finally culminates in increased revenues and profitability.Corporate image of the company indicates the corporate identity, marketing communications and individuality of the company. The corporate image is based on the feelings, beliefs and perception the customer and other businesses have in totality about the organization and its various brands.Corporate image is highly influenced by the CSR activities performed by the company for the benefit of the society. The customers get more inclined towards a company which performs various CSR activities, and show concerns towards the social causes, environment and raising standards of the society at large, providing quality services which have no harm on the environment. Positive corporate image is a long time asset for the organisations irrespective of their size. In context of Indian telecom sector, very few studies are available where researchers have identified the various areas of corporate social responsibilities or have measured the connection between CSR and corporate image. This study has been conducted to addresses this research gap .The main purpose of the study is to measure relationship between corporate image and corporate social responsibility of the telecom companies and facilitates comparison of the CSR activities of the two companies in the sample i.e. BhartiAirtel Ltd and Bharat Sanchar Nigam Limited. The sample size of the study is 1000 customers comprising 500 Airtel and 500 BSNLcustomers each. The study reveals that corporate social responsibility is found to be significant predictor of corporate image of the telecom company.Indulgence of the telecom companies in CSR activities lead to makinga positive and sustainable image of the company in the market and proves it to be adding to organisationalcitizenship behaviour
Published
2018-12-27
Section
Research Article
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