The customer satisfaction in a non-profit context: the role of social responsibility and its communication

In recent years the relationship between corporate social responsibility (CSR) and marketing performances has been widely investigated. Several empirical studies have shown how CSR and firms’ ethical behavior positively affect customers’ choices and their attitudes towards companies. Nonetheless, the literature still lacks significant contributions focused on non-profit contexts. By using two studies and focusing on a non-profit organization, this article demonstrates the existence of a positive and significant relationship between CSR and customer satisfaction and gives some insight to assess which communication channels and media contribute the most towards generating customer awareness on socially responsible behavior in the non-profit organization studied.