Responsabilidad social empresarial en el ámbito consumidores y su incidencia en la rentabilidad financiera. Análisis en seis establecimientos de alojamiento de Cuenca - Ecuador, 2019

Abstract

Socially responsible practices are applied as a business management strategy for the well-being of stakeholders and contribute to the promotion of sustainable development processes (Villacís et al., 2016). The objective of this article is to determine the relationship between Corporate Social Responsibility practices in the Consumer field and the financial profitability of six lodging establishments in the city of Cuenca. The research conglomerates a descriptive and correlational aspect, with a quantitative approach. In order to establish the relevance of the variables in the Consumer dimension, the most important proposals for implementing Corporate Social Responsibility worldwide were taken into account, and statistical methods were used to determine the relationship between variables. The results showed the existence of a positive relationship between the CSR-Consumer Index and Return on Sales, and between the Customer Relationship criterion and Return on Sales. Thus, this study provides new information for companies of developing countries and for a city considered a World.