A Study on Organizational Behavior Dimensions That Support Successful Corporate Social Responsibility Initiatives
Authors: Borca Cristina , Draghici Anca , Suciu Sorin 
Published: May 2019

<p><span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;">The main objective of the paper is to highlight some dimensions related to a responsible behaviour<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> of organizations and the social perception of these aspects. The underlying idea has started from<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> the need to identify the factors of organizational communication that can inflence the social<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> perception of the dimensions of the social responsibility of organizations. The proposed goals<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> were achieved through the longitudinal analysis of statistical data, obtained from four opinion<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> polls conducted during the period 2002–2015 within the organization chosen for the applied<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> research. The dimensions considered for the investigation were image and reputation of the<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> organization; the level of information; awareness of the contribution to environmental issues;<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> aspects of crisis management (incident resolution); confience in the way organizations work;<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> customer satisfaction. All these aspects, characterized by appropriately defied indicators have<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> been constituted as variables of the customer perception equation. Based on the evolution of the<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> dimensions, various conclusions could be generated that highlight the customer’s perception of<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> the organization and its social responsibility behaviour. Based on these fidings, it is necessary, as<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> a fist step in the development of corporate social responsibility strategies, to conduct a customer<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> perception analysis to assess stakeholder support for a variety of social or environmental issues<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> and ultimately substantiate their decision to engage in those initiatives that matter most to them<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> (key initiatives).</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br style="font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; orphans: 2; text-align: -webkit-auto; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-size-adjust: auto; -webkit-text-stroke-width: 0px;" /></span></p>