The relationship between corporate social responsibility (CSR) and marketing performance has been widely investigated recently, but mostly in relation to for-profit companies. This paper highlights the importance of this topic for nonprofit organizations (NPOs). Focusing on an Italian NPO operating in the performing arts and entertainment industry, two empirical studies (a quantitative survey and a qualitative exploratory enquiry) prove the strategic relevance of CSR in nonprofit contexts. The results demonstrate that CSR can be considered an additional dimension of the customer perception of service quality in NPOs and reveal that customer perception of the social responsibility of the studied NPO is strongly linked to its institutional mission and to the modalities through which it pursues that mission.

(2014). CSR and service quality in nonprofit organizations: the case of a Performing Arts Association [journal article - articolo]. In INTERNATIONAL JOURNAL OF NONPROFIT AND VOLUNTARY SECTOR MARKETING. Retrieved from http://hdl.handle.net/10446/30636

CSR and service quality in nonprofit organizations: the case of a Performing Arts Association

Andreini, Daniela;Pedeliento, Giuseppe;Signori, Silvana
2014-01-01

Abstract

The relationship between corporate social responsibility (CSR) and marketing performance has been widely investigated recently, but mostly in relation to for-profit companies. This paper highlights the importance of this topic for nonprofit organizations (NPOs). Focusing on an Italian NPO operating in the performing arts and entertainment industry, two empirical studies (a quantitative survey and a qualitative exploratory enquiry) prove the strategic relevance of CSR in nonprofit contexts. The results demonstrate that CSR can be considered an additional dimension of the customer perception of service quality in NPOs and reveal that customer perception of the social responsibility of the studied NPO is strongly linked to its institutional mission and to the modalities through which it pursues that mission.
articolo
Andreini, Daniela; Pedeliento, Giuseppe; Signori, Silvana
(2014). CSR and service quality in nonprofit organizations: the case of a Performing Arts Association [journal article - articolo]. In INTERNATIONAL JOURNAL OF NONPROFIT AND VOLUNTARY SECTOR MARKETING. Retrieved from http://hdl.handle.net/10446/30636
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Descrizione: This is the peer reviewed version of the following article: Andreini, D., Pedeliento, G. and Signori, S. (2014), CSR and service quality in nonprofit organizations: the case of a performing arts association. Int. J. Nonprofit Volunt. Sect. Mark., 19: 127-142, which has been published in final form at https://doi.org/10.1002/nvsm.1488. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions
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