Ma del Mar Garcia de los Salmones

The study of corporate social responsibiUty has been the object of much research in recent decades, although there is a need to continue investigating its benefits as a marketing tool. In the current work we adopt a multi dimensional perspective of social responsibiUty, and we carry out market research to determine the perceptions of users of mobile telephone services about economic, legal, ethical and social aspects of their operating companies. With these data we determine the structure and components of the concept of social responsibiUty. Subsequendy, this is related with the overall evaluation ofthe service and loyalty by means of a model of structural equations, in order to determine the influence of corporate social responsibiUty on these concepts, and hence its benefits as a commercial tool.

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