CORPORATE VOLUNTEERING AS A TOOL OF СOMPANY STAKEHOLDERS LOYALTY MANAGEMENT
DOI:
https://doi.org/10.31732/2663-2209-2024-76-146-154Keywords:
corporate volunteering, loyalty management, loyalty management tool, organization's stakeholders, corporate social responsibility, organizationAbstract
The article examines the role of corporate volunteering as a tool for managing stakeholder loyalty within an organization. The relevance of the research topic is determined by the current economic situation in Ukraine, which can generally be characterized by the term "resource crisis". The ongoing war, declining business activity, adverse labor market conditions, declining purchasing power, challenges in the energy sector, and other issues comprise the components of this crisis. The necessity arises for the introduction of new instruments and techniques to enable organisations to enhance and manage the loyalty of their stakeholders more effectively. The objective of this article is to examine the phenomenon of corporate volunteering as a strategic management tool that organizations can utilize in their strategic planning and daily operations to manage stakeholder loyalty. The research employs a multi-methodological approach, integrating techniques of analysis and synthesis, induction and deduction, systematization and generalization, and survey. The findings of this study contribute to a more profound theoretical comprehension of the influence of corporate volunteering on stakeholder loyalty. The terms "stakeholder loyalty management tool" and "corporate volunteering" are defined in alternative ways. This study provides empirical evidence to support the argument that corporate volunteering can be utilized as a tool for managing stakeholder loyalty. The article identifies the ways in which corporate volunteering affects the achievement of an organization's strategic goals. It also conducts comparative analysis of stakeholder loyalty management tools and corporate volunteering. Based on a survey of 100 respondents, this study systematizes loyalty management tools for organizational clients and employees. Further research could yield valuable insights by undertaking a more comprehensive examination of the influence of corporate volunteering on stakeholder allegiance, and by formulating methodological guidelines for leveraging corporate volunteering as a strategy for managing stakeholder loyalty in small and medium-sized organizations.
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