Análise da responsabilidade social corporativa na resposta afetiva dos usuários do Bancolombia
DOI:
https://doi.org/10.22267/rtend.242501.240Palavras-chave:
afetividade, banco, consumidor, marketing, programa socialResumo
O objetivo do artigo foi determinar se as iniciativas de responsabilidade social corporativa estão relacionadas ao amor dos consumidores por uma instituição financeira, representada pela marca Bancolombia. Foi implementada uma metodologia orientada quantitativamente, que pesquisou uma amostra de conveniência de 190 usuários do Bancolombia. Para testar as hipóteses, foram realizados testes de correlação de Spearman entre as variáveis, responsabilidade social corporativa e amor à marca. Além disso, foi realizado um teste não paramétrico de Mann-Whitney para determinar se homens e mulheres valorizam a responsabilidade social corporativa de forma diferente. Os resultados confirmam que a implementação de ações que apoiam causas sociais beneficia a percepção dos consumidores sobre o Bancolombia e fortalece os laços emocionais com os clientes. Conclui-se também que as ações sociais desenvolvidas pela empresa são percebidas da mesma forma por homens e mulheres.
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