Customer Analysis

Customer is another top stakeholder when operating business with CSR

strategy. Corporate social responsibility can generate trust among its
practices. It influences consumers when evaluating the services or product in
the market. Trust here from consumers can translate to company reputation. It
is no doubt that customers are influenced by a company’s reputation both in
social and environmental domains. So, Girod and Michael (2003) have
claimed that CSR can be a useful tool to create, develop, and sustain
differentiated brand names. Two effective approaches can integrate CSR with
consumers. The first approach is strategic branding. As I mentioned above,
Corporate Social Responsibility is related a company’s reputation, which is
fundamental in maintaining and attracting customers. A distinctive CSR profile
can serve as an effective strategic branding tool in differentiating from other
competitors in the market. Company can also teach its consumers through
responsible practices of CSR, for example, an increasing environmental
awareness. Thus, the CSR initiative of the company can transfer to a drive to
brand preference in the market. The second approach is building customer
loyalty. The perception of socially responsible behaviors from a company can
strengthen customer commitment toward its brand. Consumers look for
quality and reliability of a product or service while business clients expect to
obtain credibility and responsibility on the part of their companies. Company
can improve its corporate image through CSR practices, for example, acting
as a responsible citizen by high involvement of social events. It is no doubt
that meeting customer satisfaction is an entry level. Good customer service
represents a responsible image. Host Europe is an excellent example here.

Reference
Girod & Michael.2003.Brand councils that care: towards the convergence of branding and
corporate social responsibility. The Journal of Brand Management. Vol.10 (4-5). P.327-341

Qiong Huang, student number: 500423506