Does customer loyalty depend on corporate social responsibility?

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.

Keywords

corporate social responsibility;loyalty;strategy;management;

Data

Language:	English
Year of publishing:	2017
Typology:	1.01 - Original Scientific Article
Organization:	UM EPF - Faculty of Economics and Business
UDC:	316.62:159.947.23
COBISS:	12763932
ISSN:	0547-3101
Parent publication:	Naše gospodarstvo
Views:	1173
Downloads:	311
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Slovenian
Secondary title:	Ali je zvestoba kupcev odvisna od družbene odgovornosti podjetij?
Secondary abstract:	V prispevku so predstavljeni rezultati raziskave, ki je bila izvedena, da bi proučili odvisnost zvestobe kupcev od družbene odgovornosti podjetij. Družbena odgovornost je dobra priložnost za diferenciacijo podjetja, a le, če stranke cenijo njegova prizadevanja na tem področju. Zvestoba je primarni cilj vsakega podjetja, vendar nanjo vplivajo številni dejavniki. Cilj tega prispevka je proučiti, ali družbena odgovornost podjetij kot eden od mogočih dejavnikov vpliva na zvestobo kupcev. Na podlagi predstavljenih rezultatov je mogoče podati priporočila za upravljanje, ki zadevajo poslovno strategijo, poslanstvo in oblikovanje vizije, da bi podjetje lahko zadovoljilo interese strank in si pridobilo njihovo zvestobo.
Secondary keywords:	podjetje;družbena odgovornost;zvestoba;
URN:	URN:SI:UM:
Type (COBISS):	Scientific work
Pages:	str. 38-46
Volume:	ǂLetn. ǂ63
Issue:	ǂšt. ǂ1
Chronology:	2017
DOI:	10.1515/ngoe-2017-0004
ID:	10878387