Acta Univ. Bohem. Merid. 2022, 25(2):162-174 | DOI: 10.32725/acta.2022.0162435

Corporate Social Responsibility and Customer Satisfaction: Role of Artificial Intelligence

Richa Sharma
Research Scholar, University Business School, Panjab University, Chandigarh, India

Every corporation for maintaining long- term customer relationships in terms of customer retention and loyalty, certainly considers customer satisfaction as one of its major objective as it not results into retaining the customers who generate the revenues but also supports the business firms to relieve their social obligations towards the customer segment of the society. To remain economically and socially viable, every firm is looking forward to incorporate the customer satisfaction in its Corporate Social Responsibility (CSR) agenda so as to achieve the objective of enhanced customer satisfaction. The rapid advancement in Artificial Intelligence (AI) has opened the new ways to perform CSR in times of competitive environment to bring increased customer satisfaction for several firms. Many companies are using AI strategically to enhance CSR efficiency to widen the scope for improved customer satisfaction. But the question arises here how companies can make use of AI techniques for increasing the customer satisfaction through CSR in this competitive environment? The objective of the present research paper is to address this question by proposing that applicability of AI techniques such as machine learning, neural networks, predictive analysis ,visual searching ,chatbots ,sentiment analysis etc., will help the corporations to deliver the abundant benefits to customers and target increased customer satisfaction. This research throws light on that how AI driven CSR will result into augmented customer satisfaction in this competitive environment. This study is carried out by with the help of secondary sources like conceptual and empirical papers, books and websites to explore the concept.

Keywords: Corporate Social Responsibility, Customer Satisfaction, Artificial Intelligence

Accepted: November 29, 2022; Published: November 30, 2022  Show citation

ACS AIP APA ASA Harvard Chicago Chicago Notes IEEE ISO690 MLA NLM Turabian Vancouver
Sharma, R. (2022). Corporate Social Responsibility and Customer Satisfaction: Role of Artificial Intelligence. Acta Universitatis Bohemiae Meridionalis, 25(2), 162-174. doi: 10.32725/acta.2022.016
Share...
Download citation
  • BibTeX (.bib)
  • Bookends (.ris)
  • EasyBib (.ris)
  • EndNote (.enw)
  • EndNote 8 (.xml)
  • ISI WoS (.isi)
  • Medlars (.medlars)
  • Mendeley (.ris)
  • MODS (.xml)
  • Papers (.ris)
  • RefWorks (.txt)
  • RefManager (.ris)
  • RIS (.ris)
  • MS Word (.xml)
  • Zotero (.ris)
    • Open full article

    References

    1. Agarwal, S. (2019). Deep Learning-based Sentiment Analysis: Establishing Customer Dimension as the Lifeblood of Business Management. Global Business Review, 1-18 Go to original source...
    2. Angelova, B., & Zekiri, J. (2011). Measuring customer satisfaction with service quality using American Customer Satisfaction Model (ACSI Model). International journal of academic research in business and social sciences, 1(3). Go to original source...
    3. Ashfaq, M., Yu, S., & Loureiro, S. M. (2020). I, Chatbot: Modeling the Determinants of Users' Satisfaction and Continuance Intention of AI-Powered Service Agents. Telematics and Informatics. 54. Go to original source...
    4. Ballestar, T. M., Grau-Carles, P., & Sainz, J. (2019). Predicting customer quality in e-commerce social networks: a machine learning approach. Review of Managerial Science, 13(3), 589-603. Go to original source...
    5. Bhattacharya, C. B., Korschun, D., & Sen, S. (2009). Strengthening stakeholder-company relationships through mutually beneficial corporate social responsibility initiatives. Journal of Business Ethics, 85(2), 257-272. Go to original source...
    6. Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84. Go to original source...
    7. Carroll, A. B. (1979). A Three-Dimensional Conceptual Model of Corporate Performance. Academy of Management Review, 4(4), 497-505. Go to original source...
    8. Carter, D. (2018). How real is the impact of artificial intelligence? The business information survey 2018. Business Information Review, 35(3), 99-115. Go to original source...
    9. Chakrabarti, R., & Sanyal, K. (2020). Towards a 'Responsible AI': Can India Take the Lead? South Asia Economic Journal, 1391561420908728. Go to original source...
    10. Chernav, A., & Blair, S. (2015). Doing well by doing good: The benevolent halo of corporate social responsibility. Journal of Consumer Research, 41(6), 1412-1425. Go to original source...
    11. CIO Review. (2018, August 24). IMPROVING CUSTOMER EXPERIENCE WITH CHATBOTS AND VIRTUAL ASSISTANTS. Retrieved from Conversa Health: https://conversahealth.com/improving-customer-experience-with-chatbots-and-virtual-assistants/
    12. Choi, B., & La, S. (2013). The impact of corporate social responsibility (CSR) and customer trust on the restoration of loyalty after service failure and recovery. Journal of Services Marketing, 223-233. Go to original source...
    13. Creyer, E. H. (1997). The influence of firm behavior on purchase intention: do consumers really care about business ethics? Journal of Consumer Marketing, 14(6), 421-432. Go to original source...
    14. Cuesta-Valino, P., Rodriguez, P. G., & Nunez-Barriopedro, E. (2019). The impact of corporate social responsibility on customer loyalty in hypermarkets: A new socially responsible strategy. Corporate Social Responsibility and Environmental Management, 26(4), 761-769. Go to original source...
    15. Chung, M., Ko, E., Joung, H., & Kim, S. J. (2018). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595. Go to original source...
    16. Daqar, M. A., & Smoudy, A. K. (2019). The Role of Artificial Intelligence on Enhancing Customer Experience. International Review of Management and Marketing, 9(4), 22-31. Go to original source...
    17. Dirican, C. (2015). The impacts of robotics, artificial intelligence on business and economics. Procedia - Social and Behavioral Sciences 195, 564-573. Go to original source...
    18. Donaldson, T., & Preston, L. E. (1995). The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications. The Academy of Management Review, 20(1), 65-91. Go to original source...
    19. Galbreath, J. (2010). How does corporate social responsibility benefit firms? Evidence from Australia. European Business Review, 22(4), 411-431. Go to original source...
    20. García-Madariaga, J., & Rodríguez-Rivera, F. (2017). Corporate social responsibility, customer satisfaction, corporate reputation, and firms' market value: Evidence from the automobile industry. Spanish Journal of Marketing- ESIC, 21, 39-53. Go to original source...
    21. Gardner, H. (1983). Frames of Mind: The Theory of Multiple Intelligence. New York : Basic Books.
    22. Gardner, H. (1999). Intelligence Reframed: Multiple Intelligence for the 21st Century. New York: Basic Books.
    23. Griffin, J. J., & Mohan, J. F. (1997). The corporate social performance and corporate financial performance debate: Twenty-five years of incomparable research. Business and Society, 36(1), 5-31. Go to original source...
    24. Grover, V. (2019, July 18). Get to Know Your Customers Day: How Sentiment Analysis and NLP Can Help. Retrieved June 20, 2020, from MARTECH ADVISOR: https://www.martechadvisor.com/articles/customer-experience-2/get-to-know-your-customers-day-with-sentiment-analysis/
    25. Gustafsson, A., Ekdahl, F., Falk, K., & Johnson, M. (2000). Linking Customer Satisfaction to Product Design: A Key to Success for Volvo. Quality Management Journal, 7(1), 27-38. Go to original source...
    26. Hsu, S. L. (2018). The Effects of Corporate Social Responsibility on Corporate Image, Customer Satisfaction and Customer Loyalty: An Empirical Study on the Telecommunication Industry. The International Journal of Social Sciences and Humanities Invention, 5(5), 4693-4703. Go to original source...
    27. Huang, M.-H., & Rust, R. T. (2018). Artificial Intelligence in Service. Journal of Service Research, 21(2), 155-172. Go to original source...
    28. Hussain, M., & Manhas, J. (2016). Artificial Intelligence For Big Data: Potential and Relevance. International Acadmey of Engineering and Medical Research, 1(1).
    29. Irwin, D. (2019, June 17). The Top Applications of AI in Marketing. Retrieved June 22, 2020, from SimMachines: https://simmachines.com/applications-ai-marketing/
    30. Jain, P., Vyas, V., & Chalasani, D. P. (2016). Corporate social responsibility and financial performance in SMEs: A structural equation modelling approach. Global Business Review, 17(3), 630-653. Go to original source...
    31. Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who's the fairest in the land? On the interpretations,illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15-25. Go to original source...
    32. Kietzmann, J., Paschen, J., & Treen, E. R. (2018). Artificial intelligence in advertising: How marketers can leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58(3), 263-267. Go to original source...
    33. Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155. Go to original source...
    34. Latif, A. P. (2018). Development and validation of a multi-dimensional customer-based scale to measure perceptions of corporate social responsibility (CSR). Social Responsibility Journal. Go to original source...
    35. Leprince-Ringuet, D. (2019, October 21). Facial recognition: This new AI tool can spot when you are nervous or confused. Retrieved from ZD Net: https://www.zdnet.com/article/this-new-ai-tool-can-spot-if-you-are-nervous-or-confused/
    36. Liu, B. (2012). Sentiment Analysis and Opinion Mining .Synthesis Lectures on Human Language Technologies, 5(1), 1 - 167. Go to original source...
    37. Loureiro, S. M., Sardinha, I. M., & Reijnders, L. (2012). The effect of corporate social responsibility on consumer satisfaction and perceived value: the case of the automobile industry sector in Portugal. Journal of cleaner production, 37, 172-178. Go to original source...
    38. Luo, X., & Bhattacharya, C. B. (2006). Corporate Social Responsibility, Customer Satisfaction, and Market Value. Journal of Marketing, 70(4), 1-18. Go to original source...
    39. Mc Williams , A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management. 26(1), 117 - 127. Go to original source...
    40. Misal, D. (2018, September 7). What Is The Difference Between A Chatbot And Virtual Assistant. Retrieved from Analytics India Mag: https://analyticsindiamag.com/what-is-the-difference-between-a-chatbot-and-virtual-assistant/#:~:text=For%20example%2C%20one%20user%20pointed,they%20generally%20perform%20repetitive%20tasks.
    41. Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing, 57(3), 25-48.
    42. O'Shea, D. ( 2017). "Report: Walmart developing facial-recognition tech" Retail Dive. Retrieved from https://www.retaildive.com/news/report-walmart-developing-facial-recognition-tech/447478/
    43. Quentin, A., Carmon, Z., Wertenbroch, K., Crum, A., Frank, D., Goldstein, W., . . . Yang, H. (2018). Consumer choice and autonomy in the age of artificial intelligence and big data. Customer Needs and Solutions, 5(1-2), 28-37. Go to original source...
    44. Rivera, J. J., Bigne, E., & Curras-Perez, R. (2016). Effects of Corporate Social Responsibility Perception on consumer satisfaction with the brand. Spanish Journal of Marketing -ESIC, 104-114. Go to original source...
    45. Rossi, F. (2019). Building Trust in Artificial Intelligence. Journal of International Affairs, 72(1), 127-134.
    46. Russell, J. S., & Norvig, P. (2010). Artificial Intelligence : A Modern Approach (3rd ed.). Essex: Pearson.
    47. Sanny, L., Susastra, A. C., Roberts, C., & Yusramdaleni, R. (2020). The analysis of customer satisfaction factors which influence chatbot acceptance in Indonesia. Management Science Letters, 1225-1232. Go to original source...
    48. Sen, S., & Bhattacharya, C. B. (2001, May). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243. Go to original source...
    49. Shin, Y., & Thai, V. V. (2015). The impact of corporate social responsibility on customer satisfaction, relationship maintenance and loyalty in the shipping industry. Corporate Social Responsibility and Environmental Management, 22(6), 381-392. Go to original source...
    50. Schlinder, D. H. (2003). The Myth of Intelligence. The Psychological Record, 53(1), 15-32. Go to original source...
    51. Sternberg, R. J. (1984). Toward a triarchic theory of human intelligence. The Behavioral and Brain Sciences, 7(2), 269-315. Go to original source...
    52. Sternberg, R. J. (2005). The theory of successful intelligence. Interamerican Journal of Psychology, 39(2), 189-202.
    53. Suthar, S. (2020, April 29). Top 7 Ways AI Will Delight Your Customers And Improve Branding. Retrieved June 21, 2020, from Acquire: https://acquire.io/blog/ai-delight-customers-improve-branding/
    54. Tech Research Online. (2020, August 5). 10 AI Virtual Assistant Of 2021. Retrieved from Tech Research Online: https://techresearchonline.com/blog/best-ai-assistant-of-2021/#
    55. Tulcanaza-Prieto, A. B., Shin, H., Lee, Y., & Lee, C. W. (2020). Relationship among CSR initiatives and financial and non-financial corporate performance in the ecuadorian banking environment. Sustainability, 12(4). Go to original source...
    56. Waddock, S. A., & Graves, S. B. (1997). The corporate social performance-financial performance link. Strategic Management Journal, 18(4), 303-319. Go to original source...
    57. Weinstein, A. (2020). Creating Superior Customer Value in the Now Economy. Journal of Creating Value, 1-14. Go to original source...
    58. Walsh, G., & Bartikowski, B. (2013). Exploring corporate ability and social responsibility associations as antecedents of customer satisfaction cross-culturally. Journal of Business Research, 66(8), 989-995. Go to original source...
    59. Wright, S. A., & Schultz, A. E. (2018). The rising tide of artificial intelligence and business automation: Developing an ethical framework. Business Horizons, 61(6), 823-832. Go to original source...
    60. Xie, X., Jia, Y., Meng, X., & Li, C. (2017). Corporate social responsibility, customer satisfaction, and financial performance: The moderating effect of the institutional environment in two transition economies. Journal of Cleaner Production, 150, 26-39. Go to original source...
    61. Zhang, Q., Cao, M., Zhang, F., Liu, Z., Liu, J., & Li, X. (2019). Effects of corporate social responsibility on customer satisfaction and organizational attractiveness: A signaling perspective. Business ethics: A European Review, 29(1), 20-34. Go to original source...
    62. Zhao, W. W. (2018). How to improve corporate social responsibility in the era of artificial intelligence? In IOP Conference Series: Earth and Environmental Science, 186(6), 012036. Go to original source...

    This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits use, distribution, and reproduction in any medium, provided the original publication is properly cited. No use, distribution or reproduction is permitted which does not comply with these terms.


    Return to the content