Measuring The Relationship Between Corporate Social Responsibility And Corporate Image: A Case Study Of Bharti Airtel Ltd. And Bharatsanchar Nigam Ltd (BSNL)

Amitabh Pandey; Manjula Jain

Amitabh Pandey Research Scholar, School of Business Management , IFTM University, Moradabad
Manjula Jain Director, School of Business Management, IFTM University, Moradabad

Keywords: Corporate Image, Corporate Social Responsibility (CSR), Social Causes, Environment, Customer Satisfaction, Telecom Companies, BSNl, and Airtel.

Abstract

Quite evidently organizationsmake extra efforts to generate a good image in order to ensure customer
loyalty and good word of mouth which finally culminates in increased revenues and profitability.Corporate
image of the company indicates the corporate identity, marketing communications and individuality of the
company. The corporate image is based on the feelings, beliefs and perception the customer and other
businesses have in totality about the organization and its various brands.Corporate image is highly
influenced by the CSR activities performed by the company for the benefit of the society. The customers get
more inclined towards a company which performs various CSR activities, and show concerns towards the
social causes, environment and raising standards of the society at large, providing quality services which
have no harm on the environment. Positive corporate image is a long time asset for the organisations
irrespective of their size. In context of Indian telecom sector, very few studies are available where
researchers have identified the various areas of corporate social responsibilities or have measured the
connection between CSR and corporate image. This study has been conducted to addresses this research gap
.The main purpose of the study is to measure relationship between corporate image and corporate social
responsibility of the telecom companies and facilitates comparison of the CSR activities of the two
companies in the sample i.e. BhartiAirtel Ltd and Bharat Sanchar Nigam Limited. The sample size of the
study is 1000 customers comprising 500 Airtel and 500 BSNL customers each. The study reveals that
corporate social responsibility is found to be significant predictor of corporate image of the telecom
company.Indulgence of the telecom companies in CSR activities lead to makinga positive and sustainable
image of the company in the market and proves it to be adding to organisationalcitizenship behaviour.