CSR and Customer Loyalty: How Does Corporate Social Responsibility Impact on Customer Loyalty?

Abstract

Corporate Social Responsibility is a very relevant topic concerning today’s businesses. The aim of this research is to explain and define how Corporate Social Responsibility impacts customer loyalty. A wide variety of research has been done concerning this topic. In addition, different industries will be examined, in order to better understand this aspect of business. This thesis aims to find out how CSR impacts customer loyalty and how is this topic seen by different stakeholders as well as customers. Research and findings of the study are based on three CSR theories: hierarchy of effects theory, comparison of theories (causal and conceptual) and stakeholder theory. The main findings of this research helps to understand the different factors which influence the Corporate Social Responsibility and Customer Loyalty such as: company image, customer behaviour, customers trust and attitude, societal marketing concept Et cetera.