| Abstract [eng] |
Relevance of the topic - Organizations must adapt to the constantly changing social, political and economic environment. They must also adapt to changes in the environment of changing public opinion. In order to be popular and evaluated each organization is trying to meet clients needs, consumer expectations and conform to their securities standards. Social responsibility is one of those criteria that a consumer considers when evaluating the company's image, reputation and relying on a company's business, products or services. Problem - Social responsibility in Lithuania is analysed at the following level- there is no research addressing to the question whether an organisation's social responsibility increases the organisation's reputation in the eyes of customers. Object of the research: The impact of social responsibility to organization reputation. The goal of the research: to investigate impact of social responsibility to organization reputation. The tasks of the research: to analyse main areas of the organization social responsibility; to reveal essence of the organization reputation; empirically evaluate impact of social responsibility to the consumer considered organization reputation. Based on an analysis of the literature, the empirical model was used to create the result for analysis. The study used a quantitative questionnaire survey. The research showed that clients positively evaluated organization responsibility. The best evaluated were work place and management areas. The younger participants evaluates better than other. The respondents high rated the organization reputation, especially they wanted to recomend services to their friends and relatives and good and appreciated good services. The organization reputation rates of men and city residents were higher than others. There was determined weak but statistically significant corellation between organiziation social responsibility and organization reputation. The strongest impact was made by protection of human rights, market and social activities. It promotes buyinggoods or services, improves organization reputation. |
