Service Marketing Strategies for Promoting CSR Initiatives and Enhancing Corporate Reputation

Corporate Social Responsibility (CSR) has gained increasing importance as a factor for maintaining an enduring corporate image and impact in the minds of consumers. Service marketing practices have become critical tools in enhancing trust, visibility and stakeholder engagement as associations strivetobetterarticulatethe CSRpledgesthattheylayclaimtoo.Further,intheemergingmarkets suchasBangladeshwhereCSRisgrowingatahighrate, organizationsoftenuseservicemarketing mix strategies for portraying themselves as community and society concerned. This study aims at assessing the impact of three service marketing strategies [Service Communication Effectiveness (SCE), Customer Engagement (CE) and CSR-Driven Service Value (CSV)] on Corporate Reputation in Bangladesh. The dependent variable is company reputation, where SCE, CE, and CSV are the independent variables. A structured questionnaire was used as a tool, which was framed on the basis of previous literature and 340 survey questionnaires were administered online by applying a non-probability convenience sampling approach. In total, 171 responses were received with 160 valid responses included in the analysis (n = 160). Correlation and regression analysis were used to test the hypotheses at 5% level of significance with SPSS version 26. The results indicate that service communication effectiveness, customer engagement and CSR-driven service value significantly contribute to corporate reputation positively. The study wraps up by discussing on practical implications for service-oriented companies to apply CSR promotion as strategic branding efforts and provides suggestions for the future of CSR and service marketing research.