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Marketing of energy social responsibility: exploring the customer satisfaction

Author

Listed:
  • Bruno Grbac

    (University of Rijeka)

  • DuÅ¡ko Radulović

    (Energo Ltd.)

  • Anita Klanac

    (Sensum Ltd)

Abstract

Energy market liberalization, environmental issues and customers’ social problems require social marketing approach in order to achieve energy customer satisfaction and sustainable energy company development. The purpose of this paper is to examine energy companies’ social responsibility perspectives and its functioning in liberalized and competitive energy market, regarding the level of customer satisfaction. At this purpose, the correlation of energy customer level of satisfaction and function of social responsibility marketing in energy companies will be assessed. Research included a survey on customers of gas and district heating service in the local community. Obtained results were tested and final findings indicate that energy companies’ social responsibility marketing activities correlates with the level of energy customer satisfaction. Therefore, new marketing relation of energy social responsibility is presented in order to achieve a community sustainable development.

Suggested Citation

  • Bruno Grbac & DuÅ¡ko Radulović & Anita Klanac, 2014. "Marketing of energy social responsibility: exploring the customer satisfaction," Responsibility and Sustainability, IAPNM LATAM, vol. 2(3), pages 19-25, September.
    • Handle: RePEc:ayu:journl:v:2:y:2014:i:3:p:19-25
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    More about this item

    Keywords

    marketing; energy; social responsibility; customer satisfaction; sustainable development;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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