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
Keywords:CSR, services, tourism, SMEs, V4 countries, market area, business operational area, business environment
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.
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Journal of Tourism and Services (ISSN 1804-5650) is published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners:
- University College of Business in Prague, Czech Republic
- University of Entrepreneurship and Law, Prague, Czech Republic
- School of Business and Administration of the Polytechnic Institute of Setúbal, Portugal
- Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovakia
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