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Vol. 11. Núm. 35.
Páginas 91-112 (Abril 2008)
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Vol. 11. Núm. 35.
Páginas 91-112 (Abril 2008)
DOI: 10.1016/S1138-5758(11)70060-3
Open Access
La Evaluación de la Empresa por el Consumidor según sus Acciones de RSC
Consumers’ company evaluation based on CSR initiatives
Longinos Marín**, Salvador Ruiz***
** Profesor Contratado Doctor del área de Comercialización e Investigación de Mercados y doctor por la Universidad de Murcia. Facultad de Economía y Empresa. Campus de Espinardo. Murcia
*** Catedrático del área de Comercialización e Investigación de Mercados. Facultad de Economía y Empresa. Campus de Espinardo. Murcia
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En la literatura de marketing se ha analizado la influencia de las acciones de Responsabilidad Social Corporativa (RSC) de la empresa sobre el comportamiento del consumidor pero está todavía por demostrar si la forma como la empresa comunica a los clientes sus acciones de RSC tiene influencia o no en la valoración global de la empresa porsus clientes. El trabajo aporta evidencia extraída de una muestra de clientes reales de una entidad financiera en la que se demuestra que la empatía entre clientes y trabajadores de la empresa y la identificación del cliente con las acciones de RSC de la entidad, afectan a la credibilidad de la comunicación empresarial para los clientes y en última instancia a la valoración que estos hacen de dicha entidad.

Palabras clave:
Responsabilidad social corporativa
atractivo de la identidad
conexión personal

Marketing literature has analyzed how CSR activities influence consumer behavior, although more research is needed to demonstrate if the form these activities are communicated contributes to improve consumers’ evaluation of the company. In this paper we provide empirical evidence, using a sample of customers from a cooperative bank, to demonstrate that consumer-salespeople relationship and consumers’ identification with the CSR activities carried out by the company influence consumers’ trust on the company communication activities and, therefore, on consumer's evaluation of the company.

Corporate Social Responsibility
Identity Attractiveness
Personal Conexion
Sales Management
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Los autores agradecen los comentarios y sugerencias propuestos por los dos evaluadores anónimos a una primera versión de este trabajo. Los autores agradecen la ayuda recibida de la Fundación Cajamurcia, así como la ayuda del Ministerio de Educación y Ciencia mediante el proyecto SEJ2005-09358/ECON.

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