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Segmentation of Employee Perceptions in Relation to Corporate Social Responsibility Practices

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  • Alin OPREANA

    (Lucian Blaga University of Sibiu)

Abstract

Sustainability is changing the competitive landscape and reshaping the opportunities and threats that companies face. However, for companies to become green they need employees to develop, believe and engage with these initiatives. To achieve success with sustainable practices, companies can use internal marketing which is based on the satisfaction of employees as a premise to achieve the retention and attraction of top talent that will lead to corporate success. It is estimated that the internal customer satisfaction and loyalty contribute to satisfying the external customers, leading ultimately to a company's profit maximization. In this paper I explore the impact of companies' sustainability efforts among their employees. More specifically, we examine the results of an online survey conducted on employees of 10 multinational companies regarding the implementation of green internal marketing and corporate social responsibility to enhance their satisfaction at work.

Suggested Citation

  • Alin OPREANA, 2013. "Segmentation of Employee Perceptions in Relation to Corporate Social Responsibility Practices," Expert Journal of Business and Management, Sprint Investify, vol. 1(1), pages 15-28.
    • Handle: RePEc:exp:bsness:v:1:y:2013:i:1:p:15-28
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    References listed on IDEAS

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    1. George, William R., 1990. "Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level," Journal of Business Research, Elsevier, vol. 20(1), pages 63-70, January.
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    Cited by:

    1. Joachim P. Hasebrook & Leonie Michalak & Anna Wessels & Sabine Koenig & Stefan Spierling & Stefan Kirmsse, 2022. "Green Behavior: Factors Influencing Behavioral Intention and Actual Environmental Behavior of Employees in the Financial Service Sector," Sustainability, MDPI, vol. 14(17), pages 1-35, August.
    2. Simona VINEREAN & Alin OPREANA, 2014. "Analyzing Mediators of the Customer Satisfaction - Loyalty Relation in Internet Retailing," Expert Journal of Marketing, Sprint Investify, vol. 2(1), pages 1-14.

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