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Análisis de la responsabilidad social empresarial en la respuesta afectiva de los usuarios de Bancolombia

Author

Listed:
  • Otero Gómez, María Cristina

    (Universidad de los Llanos)

  • Pérez, Wilson Giraldo

    (Universidad de los Llanos)

  • Gutiérrez Barriga, Luis Alejandro

    (Universidad de los Llanos)

Abstract

El objetivo del artículo fue determinar si las iniciativas de responsabilidad social empresarial se encuentran relacionadas con el amor que tienen los consumidores por una institución financiera, representada en la marca Bancolombia. Se implementó una metodología con orientación cuantitativa, que encuestó a una muestra por conveniencia de 190 usuarios de Bancolombia. Para comprobar las hipótesis, se realizaron pruebas de correlación de Spearman entre las variables, responsabilidad social empresarial y amor a la marca. Además, se realizó la prueba no paramétrica de Mann-Whitney para establecer si los hombres y las mujeres valoran de manera diferente la responsabilidad social empresarial. Los resultados confirman que la implementación de acciones que apoyan las causas sociales, beneficia la percepción de los consumidores sobre Bancolombia y fortalece los vínculos afectivos con los clientes. Asimismo, se concluye que las acciones sociales desarrolladas por la empresa, se perciben de igual manera entre hombres y mujeres.

Suggested Citation

  • Otero Gómez, María Cristina & Pérez, Wilson Giraldo & Gutiérrez Barriga, Luis Alejandro, 2024. "Análisis de la responsabilidad social empresarial en la respuesta afectiva de los usuarios de Bancolombia," Revista Tendencias, Universidad de Narino, vol. 25(1), pages 33-51, January.
    • Handle: RePEc:col:000520:021057
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    References listed on IDEAS

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    1. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    2. Battisti, Enrico & Nirino, Niccolò & Leonidou, Erasmia & Salvi, Antonio, 2023. "Corporate social responsibility in family firms: Can corporate communication affect CSR performance?," Journal of Business Research, Elsevier, vol. 162(C).
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    More about this item

    Keywords

    afectividad; banco; consumidor; marketing; programa social;
    All these keywords.

    JEL classification:

    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • G29 - Financial Economics - - Financial Institutions and Services - - - Other
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P36 - Political Economy and Comparative Economic Systems - - Socialist Institutions and Their Transitions - - - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty

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