Corporate social responsibility is a broad business model, that encourages companies to be transparent concerning their environmental, ethical, philanthropic and economical aims. The purpose of this thesis is to explain if efforts within these areas could eventually lead to customer loyalty. Customer loyalty is often achieved when a company builds and maintains a positive long-term relationship with a consumer. In order to conduct research on the subject, a quantitative method was used in order to gather data. Since this research is built upon existing research, it is explanatory and uses a cross-sectional research design. This led to the testing of four hypotheses and a construction of a questionnaire, that was sent out to the public by posting it on social medias. In connection to this, ethical and societal issues were taken into consideration when the questionnaire was written. The data collected was compiled in IBM SPSS Statistics and structured in the results chapter. The findings of the data indicate that the proposed model of the four hypotheses was rejected due to insignificance. Therefore, the authors concluded that CSR does not have an effect on customer loyalty, in contradiction to what previous research has stated on the relationship.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-115167 |
| Date | January 2022 |
| Creators | Föjerstam, Edwin, Hukic, Amir, Ögren Kull, Märta |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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