Восприятие клиентами управленческого фактора «G» в практиках ESG и лояльность к бренду: исследование среди студентов университетов в Нигерии

В данной статье рассматривается влияние управленческого фактора в рамках концепции «Экология, социальная сфера и управление» (ESG) на лояльность клиентов. Посредством описательного исследовательского дизайна с использованием первичных данных 384 студентов университета в Нигерии, являющихся клиентами Unilever, изучается, как восприятие клиентами корпоративной прозрачности и этики влияет на их лояльность, а также существуют ли различия в восприятии корпоративного управления клиентами мужского и женского пола. Гипотезы проверялись с помощью регрессионного анализа и t-критерия Стьюдента. Результаты исследования показывают, что восприятие клиентами корпоративного управления через механизмы прозрачности и этики влияет на их лояльность. Исследование способствует пониманию ценности управления ESG для бизнеса и предоставляет стратегические идеи для организаций, стремящихся к созданию устойчивых конкурентных преимуществ посредством совершенствования управления.

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