Enabling sustainable management through a new multi‐disciplinary concept of customer satisfaction

Abstract Purpose – Aims to illustrate the extent to which the concept of sustainable management can be grounded in a new appreciation of customer satisfaction, to set out the concept of sustainable management based on business ethical considerations on corporate social responsibility, and to distinguish it from similar concepts. Its rationale lies in the figure of the generalised customer. Design/methodology/approach – The generalised customer stems from a combination of stakeholder theory and sociological role theory. The stakeholder theory discusses the different stakeholder roles from an organisational perspective, whereas the sociological role theory views essentially the same roles and relationships from the individual's perspective. Focus lies in the personal preferences and attitudes accompanying the different roles one person plays in society – as a consumer, father, or member of Amnesty International. Findings – A first attempt to put these roles and relationships in a sustainability context – providing an impression of all possible needs, wants, and expectations a company can expect from its customers. This notion alters marketing's view of the customer and brings about a new understanding of customer satisfaction. Practical implications – Customer satisfaction must be seen in a more holistic, multidimensional perspective in future. Companies succeeding in taking this step towards sustainable management will raise their profile among customers, differentiate themselves from the competition, and achieve legitimacy vis‐à‐vis society. Originality/value – The combination of two, often opposing, theoretical genres related to consumer behaviour and the examination of the phenomenon "the customer" from both perspectives, offering a new species of customers in addition to homo economicus.