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Does Customer Loyalty Depend on Corporate Social Responsibility?

Author

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  • Stanisavljević Milena

    (Faculty of Technical Sciences Čačak, University of Kragujevac, Serbia)

Abstract

This paper presents the results of a study conducted to examine the dependence of customer loyalty on corporate social responsibility (CSR). CSR is a good opportunity for a company’s differentiation, but only if customers value the company’s efforts in this field. Loyalty is a primary goal of each company, but it is influenced by numerous factors. The goal of this paper was to examine if CSR influences customer loyalty as one possible factor. Based on the presented results, management recommendations are provided concerning business strategy, mission, and vision formulation, so companies can fulfill customers’ interests and gain their loyalty.

Suggested Citation

  • Stanisavljević Milena, 2017. "Does Customer Loyalty Depend on Corporate Social Responsibility?," Naše gospodarstvo/Our economy, Sciendo, vol. 63(1), pages 38-46, March.
    • Handle: RePEc:vrs:ngooec:v:63:y:2017:i:1:p:38-46:n:4
    DOI: 10.1515/ngoe-2017-0004
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    References listed on IDEAS

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    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

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