NAŠE GOSPODARSTVO / 
OUR ECONOMY

Does Customer Loyalty Depend on Corporate Social Responsibility?

Milena Stanisavljević

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.


Full Text:

PDF

Refbacks

  • There are currently no refbacks.