Analyzing Relationship Between Corporate Social Responsibility and Customer Loyalty for Beverage Consumers: A Case Study

Abstract

Corporate Social Responsibility refers to an unpaid approach, emphasized to business and industrialist’s analyst to achieve monetary outcomes in such a way that helps to the social welfares of the society and protect the natural environment. With increasing attention towards CSR, now managers consider it as a marketing tool. The objective of the study was to analyze the relationship between corporate social responsibility and customer loyalty. Primary research was conducted and data were collected through questionnaire. Sample size of 200 was considered; selected through convenient sampling approach. Key determinants were identified; Social Responsibility, Ethical Responsibility, Legal Responsibility and Environmental Responsibility through factor analysis. Logistic regression was used for examining the effects of socioeconomic factors and analyzing the relationship between CSR and customer loyalty. The results revealed that social responsibility, ethical responsibility, environmental responsibility, age, family income and employment status have significant impact on customer loyalty, while legal responsibility, gender and education had no significant impact on it. The study concluded that customer loyalty can be achieved with the application of CSR activities.

Keywords: Corporate Social Responsibility (CSR), Customer Loyalty, Stakeholders