IDEAS home Printed from https://ideas.repec.org/h/zbw/entr16/183748.html
   My bibliography  Save this book chapter

The Impact of Corporate Social Responsibility on Customer Loyalty

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016

Author

Listed:
  • Stanisavljević, Milena

Abstract

In this paper the impact of corporate social responsibility (CSR) dimensions on customer loyalty was researched. There are three main goals of this research: to show if the customers heard about the CSR, to emphasize the significance which customers gave to certain dimensions of CSR and to show that perceptions about CSR dimensions had the influence on customer loyalty. CSR is a possibility for company's differentiation, only if customers value these efforts. CSR is explained through the concept of the Pyramid of CSR. A socially responsible company needs to be dedicated to profit making, law obedience, ethical business management and to be a good citizen. The data was gathered using questionnaires; descriptive and regression analysis were carried out. The results showed that the majority of respondents heard about CSR term. Respondents perceived legal and economic dimension of CSR as the most important. There was an impact of the perceptions of CSR dimensions on customer loyalty, especially of philanthropic and economic dimensions. Based on the presented results, management recommendations could be given in order to help defining business strategy which could help in satisfying the interests of customers and to gain their loyalty.

Suggested Citation

  • Stanisavljević, Milena, 2016. "The Impact of Corporate Social Responsibility on Customer Loyalty," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2016), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016, pages 434-439, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
  • Handle: RePEc:zbw:entr16:183748
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/183748/1/61-ENT30-Stanisavljevic-434-439.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    2. Longinos Marin & Salvador Ruiz & Alicia Rubio, 2009. "The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior," Journal of Business Ethics, Springer, vol. 84(1), pages 65-78, January.
    3. Ailawadi, Kusum L. & Neslin, Scott A. & Luan, Y. Jackie & Taylor, Gail Ayala, 2014. "Does retailer CSR enhance behavioral loyalty? A case for benefit segmentation," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 156-167.
    4. Park, Jongchul & Lee, Hanjoon & Kim, Chankon, 2014. "Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives," Journal of Business Research, Elsevier, vol. 67(3), pages 295-302.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Stanisavljević Milena, 2017. "Does Customer Loyalty Depend on Corporate Social Responsibility?," Naše gospodarstvo/Our economy, Sciendo, vol. 63(1), pages 38-46, March.
    2. Rama Shankar Yadav & Sanket Sunand Dash & Shreyashi Chakraborty & Manoj Kumar, 2018. "Perceived CSR and Corporate Reputation: The Mediating Role of Employee Trust," Vikalpa: The Journal for Decision Makers, , vol. 43(3), pages 139-151, September.
    3. Erin Cho & Jihyun Lee & Yuri Lee, 2017. "Corporate Philanthropy Affecting Consumer Patronage Behavior: The Effect of Reciprocity and the Moderating Roles of Vicarious Licensing and Strategic Fit," Sustainability, MDPI, vol. 9(7), pages 1-15, June.
    4. Yung‐Fu Huang & Manh‐Hoang Do & Vimal Kumar, 2019. "Consumers' perception on corporate social responsibility: Evidence from Vietnam," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(6), pages 1272-1284, November.
    5. Yaeri Kim & Seojin Stacey Lee & Taewoo Roh, 2020. "Taking Another Look at Airline CSR: How Required CSR and Desired CSR Affect Customer Loyalty in the Airline Industry," Sustainability, MDPI, vol. 12(10), pages 1-19, May.
    6. Ilona Szőcs & Bodo B. Schlegelmilch & Thomas Rusch & Hamed M. Shamma, 2016. "Linking cause assessment, corporate philanthropy, and corporate reputation," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 376-396, May.
    7. Rajesh Sharma & Vranda Jain, 2019. "CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India," Metamorphosis: A Journal of Management Research, , vol. 18(1), pages 57-67, June.
    8. María Lourdes Arco-Castro & María Victoria Lopez-Pérez & Sara Rodriguez-Gomez & Raquel Garde-Sánchez, 2020. "Do Stakeholders Modulate Philanthropic Strategy? Corporate Philanthropy as Stakeholders’ Engagement," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    9. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    10. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.
    11. Becky R. Ford & Cynthia Stohl, 2019. "Does CSR Matter? A longitudinal analysis of product reviews for CSR-associated brands," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 60-70, January.
    12. Hsiu-Hua Chang, 2017. "Consumer Socially Sustainable Consumption: The Perspective toward Corporate Social Responsibility, Perceived Value, and Brand Loyalty," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 167-191, August.
    13. M. Isabel Sánchez-Hernández & Tomás M. Bañegil-Palacios & Ramón Sanguino-Galván, 2017. "Competitive Success in Responsible Regional Ecosystems: An Empirical Approach in Spain Focused on the Firms’ Relationship with Stakeholders," Sustainability, MDPI, vol. 9(3), pages 1-18, March.
    14. Jinhua Li & Yongyi Chen & Qiankai Qing, 2021. "Differentiated consumer responses to corporate social responsibility domains moderated by corporate social responsibility perceptions: A Kano model‐based perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1606-1619, November.
    15. Lee, Jihyun & Lee, Yuri, 2015. "The interactions of CSR, self-congruity and purchase intention among Chinese consumers," Australasian marketing journal, Elsevier, vol. 23(1), pages 19-26.
    16. Madeeha Zafar & Imran Ali, 2016. "The Influence of Corporate Social Responsibility on Employee Commitment: The Mediating Role of Employee Company Identification," Asian Social Science, Canadian Center of Science and Education, vol. 12(12), pages 262-262, December.
    17. M. Kouzez & J. Y. Lee & G. Branellec & J. Oh, 2023. "RSE et banques en ligne : le cas du marché sud-coréen," Post-Print hal-04469792, HAL.
    18. Nicoleta Dospinescu & Octavian Dospinescu & Maria Tatarusanu, 2020. "Analysis of the Influence Factors on the Reputation of Food-Delivery Companies: Evidence from Romania," Sustainability, MDPI, vol. 12(10), pages 1-13, May.
    19. Debbie Haski-Leventhal & Lonneke Roza & Lucas C. P. M. Meijs, 2017. "Congruence in Corporate Social Responsibility: Connecting the Identity and Behavior of Employers and Employees," Journal of Business Ethics, Springer, vol. 143(1), pages 35-51, June.
    20. Henri Kuokkanen & William Sun, 2020. "Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice," Journal of Business Ethics, Springer, vol. 166(2), pages 403-423, October.

    More about this item

    Keywords

    corporate social responsibility; loyalty; strategy; management;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:entr16:183748. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://www.entrenova.org/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.