Title: Perception and evaluation of corporate social responsibility activities from the perspective of end customers in Slovakia

Authors: Petra Martíšková; Katarína Gubíniová; Silvia Treľová; Bernhard Dietrich Koczian

Addresses: Department of Trade, Tourism and Languages, Faculty of Economics, University of South Bohemia in České Budějovice, Studentská 13, 370 05 České Budějovice, Czech Republic ' Department of Marketing and Commerce, Faculty of Management, Comenius University Bratislava, Odbojárov 10, 820 05 Bratislava 25, Slovak Republic ' Department of Information Management and Enterprise Systems, Faculty of Management, Comenius University Bratislava, Odbojárov 10, 820 05 Bratislava 25, Slovak Republic ' Department of Marketing and Commerce, Faculty of Management, Comenius University Bratislava, Odbojárov 10, 820 05 Bratislava 25, Slovak Republic

Abstract: The paper explores the perception and evaluation of CSR activities from the perspective of end customers in Slovakia. In an era where societal expectations of organisations extend beyond profitability, understanding how consumers perceive and assess CSR initiatives becomes crucial for organisations aiming to align their strategies with societal values. The aim of the paper is to identify the perception and evaluation of corporate social responsibility activities from the perspective of end customers based on primary marketing research. The results presented in the paper are based on primary, representative quantitative research, while within the qualitative research the main role is played by specific manifestations of socially responsible business in economic practice (analysing context and illustrates how consumers perceive these initiatives in real-life scenarios). The findings reveal the significance of CSR in shaping consumer perceptions, loyalty, and purchase intentions. The insights derived from this research contribute to the evolving discourse on CSR in a specific regional context, providing valuable guidance for businesses seeking to enhance their social responsibility practices and resonate with the values of their target market segment.

Keywords: corporate social responsibility; CSR; CSR activities; CSR in Slovakia; CSR and end customers loyalty; evaluation of CSR activities; Slovakia.

DOI: 10.1504/IJSTM.2025.150798

International Journal of Services Technology and Management, 2025 Vol.30 No.4, pp.306 - 324

Received: 04 Feb 2024
Accepted: 15 Dec 2024
Published online: 23 Dec 2025 *

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