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首页> 外文期刊>International Journal of Business and Management >Corporate Ethical and Social Responsibility and Relationship Marketing: A Content Analysis of the Websites of Moroccan Commercial Banks
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Corporate Ethical and Social Responsibility and Relationship Marketing: A Content Analysis of the Websites of Moroccan Commercial Banks

机译：企业道德和社会责任与关系营销：摩洛哥商业银行网站的内容分析

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摘要

The purpose of this work is to determine the role of relationship marketing in the success of the corporate ethical and social responsibility (CESR) by taking the case of Moroccan commercial banks. For this, we were used, as working methodology, the content analysis of the information published on the websites of Moroccan banks and the multiple regression model. The main results of this work is that ethics is used by banks to manage its relationships with internal stakeholders, while CSR support the actions of ethics internally and acts externally through the management of the bank relations with the environment, society and customers. This approach is reinforced by relationship marketing, which through its tools and dimensions (communication, commitment, trust and satisfaction) participates in the effective management of the relationships between banks and their internal and external stakeholders
机译：这项工作的目的是通过摩洛哥商业银行的案例来确定关系营销在企业道德和社会责任（CESR）成功中的作用。为此，我们将摩洛哥银行网站上发布的信息的内容分析和多元回归模型用作工作方法。这项工作的主要结果是银行使用道德规范来管理其与内部利益相关者的关系，而企业社会责任则通过内部管理银行与环境，社会和客户之间的关系来支持道德规范的内部行为和外部行为。关系营销加强了这种方法，关系营销通过其工具和维度（沟通，承诺，信任和满意度）参与了银行与内部和外部利益相关者之间关系的有效管理。

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