Cómo influyen las dimensiones de la RSE en las percepciones éticas y la lealtad. Perspectivas desde el tenis recreativo
DOI:
https://doi.org/10.47197/retos.v77.118432Palabras clave:
Club de tenis, RSC, percepción de la ética, participante deportivoResumen
Introducción: Aunque el papel de la responsabilidad social corporativa (RSC) en el desarrollo y la sostenibilidad de las organizaciones deportivas se ha demostrado una y otra vez, no hay datos empíricos sobre cómo sus distintas dimensiones influyen en las evaluaciones éticas y la lealtad hacia los deportes participativos.
Objetivo: Esta investigación tiene como objetivo estudiar las relaciones entre las dimensiones de la RSC, la ética percibida por el consumidor (CPE) y la lealtad de los socios en un club de tenis.
Metodología: Se recopilaron datos de 250 socios del club de tenis mediante cuestionarios validados que medían la percepción de la responsabilidad social corporativa (RSC), la ética percibida por el consumidor y la lealtad de los socios. A continuación, se empleó el modelo de ecuaciones estructurales (SEM) para comprobar los modelos de medición y estructurales
Resultados: Los resultados revelaron que las diversas dimensiones de la RSE tienen diferentes efectos en las evaluaciones éticas. La responsabilidad medioambiental se reveló como un fuerte predictor positivo de la ética percibida, mientras que se observó que la responsabilidad social tenía un impacto negativo significativo. Se observó que la responsabilidad económica no tenía un efecto significativo en la ética percibida. Sin embargo, se observó que la ética percibida por los consumidores era el principal predictor de la lealtad de los socios, superando los efectos directos de las dimensiones individuales de la RSE.
Discusión: los resultados de la investigación deben compararse con los de otras investigaciones que se encuentran en la bibliografía.
Conclusiones: Estos hallazgos ponen de relieve que las iniciativas de RSE no siempre dan lugar a las mismas evaluaciones éticas o a la misma fidelidad de los clientes. Más bien, son las evaluaciones éticas de los miembros las que actúan como mecanismo clave para vincular la responsabilidad social con la fidelidad. Al integrar la RSE y la CPE en un contexto deportivo participativo, el estudio ofrece importantes conocimientos de investigación e información práctica para los directores de marketing de las organizaciones deportivas que buscan diseñar estrategias de responsabilidad social creíbles y éticamente sólidas para promover la fidelidad a largo plazo de los miembros.
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