CSR Programs Impacts On Customer Loyalty

Mat Noor, Muhammad Nur Ifwat (2014) CSR Programs Impacts On Customer Loyalty. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Corporate Social Responsibility (CSR) provide supports to worthy cause practice it much to increase the visibility to create social impact invest heavily not good action but also in communicating them. This study aims to investigate the relationship between Corporate Social Responsibilities (CSR) programs on customer loyalty, as well as identify the key factors that contribute to the success CSR in organization. The methods used in this study were survey questionnaires that were distributed 80 respondents in Melaka to gather the quantitative data. All the 80 questionnaires were returned and analyzed using SPSS 22. The result of the study indicates that charity work have significant effect on customer loyalty. Sponsorship and Corporate Brand, respectively have a moderate effect on customer loyalty. Important factors that influence successful CSR in organization is awareness among consumers readily provide asset of funding relating to CSR initiative, incorporated into firm’s corporate strategic plans. The relationship between CSR and customer behavior is one of the most important research focuses of management scholars. This research find that the perceived CSR has significant impact directly on customer loyalty and it has significant impact on service/product quality, customer satisfaction, customer trust, corporate brand. The findings aids organization to strategically integrate CSR into their competitive positioning by designing appropriate CSR initiatives into their corporate programs.

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