Listen to the voice of the customer – First steps towards stakeholder democracy
Recently, calls have grown louder for more stakeholder democracy that is, letting stakeholders participate in the process of organizing, decision-making, and governance in corporations, especially in the area of Corporate Social Responsibility (CSR) activities. Despite the relevance of the subject, the impact of customer involvement in CSR on their company-related attitudes and behaviors still represents a major research void. The paper at hand develops a conceptual framework of consumer involvement in CSR based on the existing literature, theories of stakeholder democracy, and organizational boundaries as well as drawing from the qualitative focus group interviews (N = 24). The framework is tested on a large scale, two-time point field-experimental study (N = 3,397). More specifically, consumer reactions to three degrees of customer involvement (i.e., information, feedback, and dialogue) are tested in two different CSR domains (i.e., company-internal business process vs. company-external philanthropic CSR). Results indicate that the customer involvement in CSR has a more beneficial effect in terms of strengthening customer outcomes in CSR domains that directly affect external stakeholders of the company (i.e., philanthropic CSR) than in domains that mainly concern company-internal stakeholders (i.e., business process CSR).
Year of publication: |
2019
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Authors: | Edinger‐Schons, Laura Marie ; Lengler‐Graiff, Lars ; Scheidler, Sabrina ; Mende, Gina ; Wieseke, Jan |
Published in: |
Business Ethics: A European Review. - Hoboken, NJ : Wiley, ISSN 1467-8608. - Vol. 29.2019, 3, p. 510-527
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Publisher: |
Hoboken, NJ : Wiley |
Saved in:
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