Using Corporate Social Responsibility (CSR) to Enhance Market Orientation and Customer Satisfaction

  • George Kofi Amoako Central University
  • Emmanuel Arthur Central University
  • Gregory E. O. Amoah

Abstract

The structure of every society consists of many key stakeholders who perform a number of vital functions in ensuring its survival and development, one amongst them are companies or corporate organizations. Corporate organizations
contribute toward the total well-being of the society within which they are found. These companies support local initiatives in an attempt to deepen their stakeholder role and to also show appreciation for the supports they have been enjoying in the community. This paper sought to explore the effect that CSR adoption is being used to enhance market orientation as well as customer satisfaction and advices that organizations must use CSR initiatives to build and strengthen relationships with multiple stakeholder groups, including customers, through proper execution of market oriented approaches. 

Author Biographies

George Kofi Amoako, Central University

Department of Marketing Management

Senior Lecturer

Emmanuel Arthur, Central University

Department of Marketing Management

Lecturer

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Published
2019-02-14
How to Cite
AMOAKO, George Kofi; ARTHUR, Emmanuel; AMOAH, Gregory E. O.. Using Corporate Social Responsibility (CSR) to Enhance Market Orientation and Customer Satisfaction. Central Inquiry, [S.l.], v. 3, n. 1, p. 76-96, feb. 2019. Available at: <http://journal.central.edu.gh/index.php/centralinquiry/article/view/35>. Date accessed: 24 may 2019.
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Articles