Fatima Annan-Diab

Exploring perceptions of customer value: The role of corporate social responsibility initiatives in the European telecommunications industry

Purpose The purpose of this paper is to develop a framework that describes and explains how corporate social responsibility (CSR) initiatives are perceived by customers and links customer perception to the notion of customer value perception. To explore customer value conception firstly, the perception of CSR initiatives is investigated; secondly, indications for the value-enhancing effects of CSR initiatives are studied, and finally, the varying effects which different value categories can have on customer attitudes and behaviour are extracted. Design/methodology/approach The data consists of 12 semi-structured interviews with customers of European telecommunication companies. Findings The results suggest that CSR initiatives, when communicated efficiently and considered as relevant by customers, will enhance two customer value categories: the extrinsic self-oriented value defined as efficiency and excellence and the intrinsic other-oriented value pertaining to ethics or spirituality. Enhancement of extrinsic self-oriented value imbeds the potential of CSR initiatives to affect customers’ purchase behaviour and thus strengthen ethical consumerism within the telecommunications industry. Research limitations/implications The main implication for research is a better understanding of the relationship between customer perception and customer value perception in the field of ethical consumerism. Focussing on one industry for the study can be named as a limitation. Practical implications As indicated by the research, results by customers prioritised CSR initiative can affect the customer value perception, mainly the extrinsic/self-oriented value. If the company is aiming to change customer behaviour and to strengthen ethical consumerism, it is important that the customer experience of CSR initiatives improve excellence (quality) and/or efficiency of the product/service. Originality/value This paper fulfils an identified need of research on how CSR initiatives can influence consumer behaviour.

Customer Value Perception: Understanding Customer Response to Company’s CSR Initiatives

This chapter sets out to assess how the customer perception of CSR initiatives can influence customer value perception and therewith has the potential to affect ethical consumerism through the mediation variable of prioritisation of CSR initiatives.

Civil and Political Liberties and FDI: An Evaluation of Emerging and Developing Economies

This chapter argues that foreign direct investment (FDI) has been embraced as a key driver of economic development and growth in host economies. Amongst the literature focusing on the determinants of FDI, a number of studies have considered the influence of the level of democracy in host countries on inward FDI and have reported contrasting results. To explain these inconsistencies, a recent strand of literature has focused on the disaggregated measures that constitute democracy of the host countries, mainly civil liberties and political rights. We argue that the effect of civil liberties and political rights will depend on the motivations of MNEs investing and will have a strong impact on the jobs created. We also argue that there is a positive moderating effect from the existence of human capital (semi and highly skilled) on the effect of political rights and civil liberties on the jobs created. We empirically test our hypotheses on a large sample of approximately 35,000 investment projects in 110 developing and emerging economies over the period 2003–2013. Our findings suggest that there is a non-linear relationship between civil liberties and FDI, and the existence of human capital does moderate the relationship in a positive way.