Corporate Social Responsibility, Customer Satisfaction, Corporate Image and Marketing sustainability development model among Biomass Energy Power, Thailand

• Main Author: Mahadzirah, Mohamad
• Format: Conference or Workshop Item
• Language: English
• Published: 2014
• Subjects: HB Economic Theory; HD28 Management. Industrial Management
• Online Access: http://eprints.unisza.edu.my/311/1/FH03-FESP-15-02928.pdf; http://eprints.unisza.edu.my/311/

Marketing sustainability is modern strategy of biomass energy power for efficiently communication to audiences that refers to long-term maintenance between corporate’s implementation and local community, there are require the corporate value maximized and marketing developed continuous for sustainable advantage completion in marketplace. It became more interested and focusing of researcher. The most importance that marketing sustainability will be achieved by corporate social responsibility through customer satisfaction and corporate image. This paper purposes to established new model that developed by literature reviews and research recommendations in each constructs. There are concerned with corporate social responsibility, corporate image, customer satisfaction and marketing sustainability base on three majority models; (1) work of Chui and Hsu (2010) which studied the connection between corporate social responsibility and corporate image in mobile communication industry in Taiwan; (2) work of Prasertsang (2010) which studied corporate social responsibility and marketing sustainability in ISO 14000 businesses in Thailand and (3) work of Helen Osiolo (2012) which studied consumer satisfaction in the energy sector in Kenya. New development model purposes to examine the relationship between corporate social responsibility and marketing sustainability mediate on customer satisfaction and corporate image, expected a knowledge on the different aspects of marketing sustainability in biomass energy field that required more focus on local community, local government, customer participation further companies will be improved marketing strategy for sustainable development.