Adapting the PZB service quality model to reputation risk analysis and the implications for CSR communication

Purpose – Organizations put their reputations at risk when they misunderstand what their stakeholders expect from them. People expect specific behavior from an organization regarding societal issues or questions, and when an organization ignores or denigrates issues and in the worst case contributes to making conditions worse, stakeholders will react. The purpose of this paper is to propose the PZB model of service quality as a tool that organizations can use to align expectations and perceptions with organizational behavior and communication. Design/methodology/approach – The paper provides two cases of the use of CSR communication as a marketing mechanism to position an entity as environmentally friendly. In both instances, the messages were declared illegal and had to be removed. The PZB model of service and the co‐orientation model are used to illustrate the principles discussed. Findings – The cases illustrate the need for organizations to not only be more aware of the expectations of their stakeholders but also to implement organizational practices that ensure they are abreast of expectations and operate accordingly. Practical implications – The value of the paper is that it provides organizations with a proven tool that can be used not only for customers but for other stakeholders as well. Its real strength, however, is that it provides guidelines for internally‐ as well as externally oriented behavior and communication. Originality/value – The paper extends the PZB model to a more stakeholder approach and demonstrates its usefulness when it comes to a deeper understanding of legitimacy by organizations.