Investigation of the relationship of corporate social responsibility activities and service innovation to society, customers and employees

Consumers today have changed their expectations on buying behavior, not just interested in the material value and quality of the product/service; they are more responsive to social and environmental problems and show a responsibility towards them. This alteration allows businesses to change their sales perceptions to achieve their objectives; it has allowed them to use their corporate social responsibility and innovation activities as a tool. This study aims to examine the relationship between corporate social responsibility performed by businesses for community, customer and employee and service innovation activities. Fort his purpose, a questionnaire is prepared and implemented to obtain the data. Research results show that corporate social responsibility activities are associated with positive corporate customer advocay in terms of community, customer and employee. It has also been concluded that corporate social responsibility activities for customers have a positive impact on corporate identity, while employees have no impact on corporate identity. Business identity, business customer bias, and service innovation have been identified as being positive in relation quality and relationship value.