Customer Perception on Corporate Social Responsibility and its Impact on Customer Loyalty An empirical investigation with reference to major food retailers in the United Kingdom
Ratnayake, Boraluwe Ratnayake Mudiyanselage Nilanthi (2007) Customer Perception on Corporate Social Responsibility and its Impact on Customer Loyalty An empirical investigation with reference to major food retailers in the United Kingdom. [Dissertation (University of Nottingham only)] (Unpublished)
Businesses in the twenty first century face the challenge of sustainability in the hyper competitive environment and consider diversified alternatives. The application of socially responsible marketing practices seems quite common in achieving their corporate objectives and sustainability. In this context, corporate social responsibility (CSR) operates as a marketing tool to increase consumer loyalty which is a major benefit for the business. However, the overall success of this process depends upon customer's perception towards CSR activities and CSR oriented marketing communications performed by business organizations. Thus, the study investigates the consumer perception on corporate social responsibility of major food retailers in the UK and its impact on customer loyalty. The hypothetico-deductive approach was mainly adopted in the study for three hypotheses based on the literature review and primary data was gathered from a sample of 100 through a survey. Data analysis was done by SPSS software for univariate, bivariate and multivariate analysis. The findings revealed that, although customers have a favorable perception towards socially responsible activities performed by major food retailers, there is no positive relationship between the consumer perception and customer store loyalty, or customer positive perception does not have an overall impact on their loyalty.
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