How does customer perception impact on customer loyalty in the context of Corporate Social Responsibility?

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2011 (EN)
How does customer perception impact on customer loyalty in the context of Corporate Social Responsibility? (EN)

Kyriakidou, Nikoletta (EN)
Kolovetsiou, Vasiliki (EN)

Leventis, Stergios (EN)
Kondylis, Prof. Emmanouil (EN)
Prof. Souitaris, Vangelis (EN)
School of Economics, Business Administration and Legal Studies, Executive MBA (EN)

Corporate social responsibility has received a great amount of attention from many researchers over the last decade and is becoming more and more essential in the business environment. The outcome from many researches point out that customers are influenced by corporate social responsibility (CSR) initiatives of businesses based on the fact they are aware of them. This study firstly analyses different definitions of CSR, examines the terminology of entrepreneurship and describes the differences between economic and social entrepreneurs. Furthermore, it discusses the impact of the increasing interest in CSR issues on customer responses; it examines the sensitivity of the consumers to CSR practices and states which are the aspects that influence awareness. Moreover, it investigates the results of CSR practices on attitudes and beliefs towards the company, the brand and the product. In addition to that, it points out the variables that influence these attitudes and beliefs and how CSR practices affect purchase intentions and actual product choice. Moreover it examines the issues that affect customer satisfaction and how CSR practices can influence customers’ loyalty. Finally it concludes by evaluating the major findings of this study and provides several practical and strategic implications to companies that adopt CSR practises. (EN)


Διεθνές Πανεπιστήμιο της Ελλάδος (EL)
International Hellenic University (EN)


School of Economics and Business Administration, Executive MBA programme (EN)

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