The service marketing audit whit a social responsibility approach

Abstract

The objective of this work is the proposal of a marketing audit methodology focused on services with a focus on corporate social responsibility (CSR). The ideal point method was used; the Fishbein model, for the selection of marketing social responsibility dimensions, as well as the UCINET 6.0 software for the analysis of the different auditing instruments studied. With the results of the research, it was possible to carry out the proposal of an instrument for the review and control of marketing activities in professional services entities that will allow evaluating the social dimension of marketing in an integrated way to its management. The proposal is based on the study of different methodologies presented by different authors, making an analysis of the Social Responsibility of Marketing (RSM) dimensions defined in the literature and without the presence of them in the different auditing instruments studied. An update of these is proposed in order to integrate them into the marketing evaluation.