<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></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.

Does Customer Loyalty Depend on Corporate Social Responsibility?

Faculty of Technical Sciences Čačak, University of Kragujevac,

Naše gospodarstvo/Our economy

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Does Customer Loyalty Depend on Corporate Social Responsibility?"}

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...

Does Customer Loyalty Depend on Corporate Social Responsibility?

Publié en ligne: 30 mars 2017

Pages: 38 - 46

Reçu: 01 oct. 2016

Accepté: 01 févr. 2017

DOI: https://doi.org/10.1515/ngoe-2017-0004

Mots clés
corporate social responsibility, loyalty, strategy, management

© 2017 Milena Stanisavljević, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Does Customer Loyalty Depend on Corporate Social Responsibility?

Publié en ligne: 30 mars 2017

Pages: 38 - 46

Reçu: 01 oct. 2016

Accepté: 01 févr. 2017

DOI: https://doi.org/10.1515/ngoe-2017-0004

Mots cléscorporate social responsibility, loyalty, strategy, management

© 2017 Milena Stanisavljević, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
corporate social responsibility, loyalty, strategy, management