Social Corporate Responsibility regarding Household Consumer Satisfaction with the Electric Power Supply Services The issue of the practical manifestation of corporate social responsibility towards
consumers is highly important to the socio-economic reality in Romania. The present paper
is the result of an investigation carried out in this field and it is distinguished by two
aspects. The first aspect is its target audience used for research - household consumers of
electricity, who can be called "vulnerable", captive consumers. The second aspect is the
specificity of the electricity market.
The aim of the research was to study the relationship between corporate social
responsibility, instantiated by the quality of services provided by S.C. Electrica S.A. –
Electrica Distribution and Supply South Transylvania and the consumers' loyalty towards
the company, in case other electricity suppliers emerge. A subsidiary aspect was the
generation of a database having an impact on customer retention. We have carried out
some quantitative research, based on the survey method, having a sample of 521
household consumers from the Mures County.
The study we carried out proves that consumer satisfaction, their degree of satisfaction
under different aspects, is a way of gaining their trust on this particular market. Those
consumers with a higher degree of trust in the company are more loyal. This will result in
reducing migration to another electricity supplier, in the future, when all household
consumers become eligible.
Social Corporate Responsibility regarding Household Consumer Satisfaction with the Electric Power Supply Services.

Amfitreatru Economic

Volum 16 | Număr 35 | Publicat la 01/02/2014 | Pagini:  123 - 137 | ISSN  1582-9146 | eISSN  -

Autori:
Emilia Herman [1] | Maria-Ana Georgescu [1]
[1] “Petru Maior” University of Tîrgu- Mureş, Romania
Rezumat
The issue of the practical manifestation of corporate social responsibility towards
consumers is highly important to the socio-economic reality in Romania. The present paper
is the result of an investigation carried out in this field and it is distinguished by two
aspects. The first aspect is its target audience used for research - household consumers of
electricity, who can be called "vulnerable", captive consumers. The second aspect is the
specificity of the electricity market.
The aim of the research was to study the relationship between corporate social
responsibility, instantiated by the quality of services provided by S.C. Electrica S.A. –
Electrica Distribution and Supply South Transylvania and the consumers' loyalty towards
the company, in case other electricity suppliers emerge. A subsidiary aspect was the
generation of a database having an impact on customer retention. We have carried out
some quantitative research, based on the survey method, having a sample of 521
household consumers from the Mures County.
The study we carried out proves that consumer satisfaction, their degree of satisfaction
under different aspects, is a way of gaining their trust on this particular market. Those
consumers with a higher degree of trust in the company are more loyal. This will result in
reducing migration to another electricity supplier, in the future, when all household
consumers become eligible.
Cuvinte cheie:
Corporate social responsibility, the quality of electric power supply services, consumer satisfaction, consumer trust, loyalty



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