Percepção de valor das ações de responsabilidade social pelos clientes: uma investigação no Banco do Brasil

Abstract

The role of business as influencing the actions of sustainability is becoming increasingly common. Society organizations have demanded a more responsible way of dealing with the environment in which they operate and with the people they keep a relationship. Marketing, which has always been a strategic ally of the companies, turns to meet this new social demand in order to use the socio-environmental attitudes practiced by organizations to create customer value, contributing thus to customer loyalty and consolidating relationships with them. The aim, therefore, is to discover how much people's behavior in relation to that consume is influenced by the actions of social marketing developed. After all, being socially participative generates customer value? From this context, a casa study was developed in the Banco do Brasil, representing companies that spend a portion of its revenue for investment in social actions. A questionnaire was given to customers of the organization to find out how much they value these actions. As a result, it was observed that customers perceive and value companies by their socio -environmental actions, but this factor is not essential in deciding what they will consume. It is also evident that there is a change in behavior of people with a propensity to change their consumption habits in a more conscious way, which tends to make the socio-environmental factor a key item for the loyalty of the consumer.