The Perception of the Market and Operational Area of Business by Service Sector and Tourism Companies in terms of CSR implementation

Reference: Metzker, Z., Marousek, J., Hlawiczka, R., Belas, J. Jr., & Khan, K. A. (2021). The Perception of the Market and Operational Area of Business by Service Sector and Tourism Companies in terms of CSR implementation. Journal of Tourism and Services, 23(12), 217-236. doi: 10.29036/jots.v12i23.328

Authors

DOI:

https://doi.org/10.29036/jots.v12i23.328

Keywords:

CSR, services, tourism, SMEs, V4 countries, market area, business operational area, business environment

Abstract

Our research examined the attitudes of owners and managers of small and medium-sized enterprises in the V4 countries, who behave responsibly - they use corporate social responsibility in their managerial practice on issues focused on the market and operational area of business. The paper is based on a questionnaire survey with data collection from September 2019 to January 2020. Statistical methods of Pearson's chi-square and z-score were used to assess the hypotheses. The results proved that there are significant differences in companies in services and tourism in the context of implementing the CSR concept. Entrepreneurs who implement social responsibility with a significant positive difference agree that a company places great emphasis on the innovation of its products and services. Researchers found that the sector has an impact on the perception of decreasing customers' requests on specific products/services. We found that corporate social responsibility and its implementation in corporate practice positively affects the relationship of V4's small and medium enterprises in the services and tourism sector to service production innovation issues, which helps increase business performance and decline customer complaints.

Author Biographies

Zdenko Metzker, Faculty of Management and Economics, Tomas Bata University in Zlín, Zlín, Czech Republic

Email: metzker@utb.cz

Ph.D. student in the Center of Applied Economics Research, Faculty of Management and Economics Thomas Bata University in Zlin, Mostní 5139, Zlín, Czech Republic. His research field is focused on Corporate social responsibility in small and medium-sized enterprises segment.

Josef Maroušek, Faculty of Technology, Institute of Technology and Business in České Budějovice, České Budějovice, Czech Republic

Email: marousek@mail.vstecb.cz

Assoc. prof. at Faculty of Technology, Institute of Technology and Business in České Budějovice, České Budějovice, Czech Republic. His research field is focused on Corporate social responsibility and sustainable development of enterprises.

Roman Hlawiczka, Silesian University in Opava, School of Business Administration in Karviná, Czech Republic

E-mail: roman.hlawiczka@opf.slu.cz

Ph.D. at Silesian University in Opava, School of Business Administration in Karviná, Department of Finance and Accounting, Univerzitní náměstí 1934/3, 733 40 Karviná, Czech Republic. His scientific activities are concentrated on business administration, financing of enterprises, and financial services.  

Jaroslav Belás Jr., Faculty of Social and Economic Relations Alexander Dubcek University in Trenčín, Trenčín, Slovak Republic

E-mail: jaroslav.belas@student.tnuni.sk

Ph.D. student at Faculty of Social and Economic Relations, Alexander Dubček University in Trenčín, Studentska 3, 91150 Trenčín, Slovak Republic. His scientific research is focused on HRM and CSR.  

Khurram Ajaz Khan, Faculty of Management and Economics, Tomas Bata University in Zlín, Zlín, Czech Republic

E-mail: khan@utb.cz

Ph.D. student in Center of Applied Economics Research, Faculty of Management and Economics Thomas Bata University in Zlin, Mostní 5139, Zlín, Czech Republic. His research is concentrated on the area of SMEs.

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Published

2021-12-22