Business success beyond economic responsibility : social responsibility beyond numbers

It is evident that in the globalised world, customer-orientation is an outdated concept in marketing. For organisational survival and its growth, it is necessary to have core competencies to amaze customer through their innovative products or services. Sustainable competitive advantage could be maintained with continuous improvement and innovation through flexible organisational form/s. When it comes to services this will become more vital for service organisations, because services are intangible and customer feels them differently than product. In this context, human resources are key to make this a reality in service marketing. Therefore, enthusiastic and energetic workforce is critical satisfy and amaze customers in services. In this study, we explore two main social responsibility factors, which are internal: employees; and external: customers to the organisation and their impact on organisational success. This study attempts to explore the factors that affect employee job satisfaction and their caring nature which influence to amaze their customers. This research employed interviews, friendly discussions and observation as data generation techniques. Analysis done to identify themes and concepts that tells the story about social responsibility of the organisation on employees and customers. Therefore, analysis was based on the concept of 'beyond numbers'. As a result, study found that attracting and retaining customers are depending on caring nature of employees of an organisation, which also generates social cost. This nature of employees is a core asset as well as a core competency of such organisation. This study critiques on notion of social responsibility and its practice leaves a cost for the society at large.