El poder de la responsabilidad social empresarial para incrementar el valor de marca en entidades bancarias colombianas
The power of corporate social responsibility to increase brand equity in Colombian banks
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Resumen
El propósito de este estudio es analizar posibles diferencias en la manera como hombres y mujeres, en su rol de consumidores, perciben las acciones de la responsabilidad social empresarial (RSE) y su efecto en el valor de marca (VM) de algunas entidades bancarias que operan en Colombia. A partir de lo anterior, se realizan aportes teóricos frente al resultado alcanzado en la variable de responsabilidad social empresarial, la cual fortalece el valor de marca a partir de diferencias representadas en el género, la edad y el tipo de consumo. Esta investigación implementó un enfoque cuantitativo. Los datos proceden de 588 usuarios de servicios bancarios ubicados en diferentes ciudades de Colombia. Para estimar las relaciones propuestas, se implementó un modelado de ecuaciones estructurales a través de PLS-SEM. Los datos confirman que la responsabilidad social contribuye ampliamente a la construcción del valor de las marcas bancarias. Sin embargo, tanto el género como la edad, no presentan diferencias en la forma como se interpretan las acciones sociales del banco y cómo estas iniciativas impactan en el valor de marca. En cambio, se observan diferentes respuestas a partir del tipo de consumo, principalmente en el hedónico, seguido del utilitario. Para los usuarios, el hecho de que un banco tenga un comportamiento ético y honrado, y que facilite las operaciones, hace que estos lo prefieran a pesar de que otros bancos presten servicios similares. Este manuscrito aporta a la limitada comprensión teórica y empírica sobre la respuesta del consumidor a las acciones de responsabilidad social, en el ámbito colombiano.
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