Asian Journal of Research in Marketing
Year : 2014, Volume : 3, Issue : 3
First page : ( 59) Last page : ( 70)
Online ISSN : 2277-6621.

The analysis of the relationship between corporation social responsibility and customer loyalty (case study: Hamrah-e-Aval in Iran)

Boustani Hamid Reza, Karimi Razieh, Nejadian Ali Kharaji

Department of Management, University of Isfahan, Iran

Online published on 19 June, 2014.

Abstract

The current research analyzes the effect of the social responsibility of a company as an independent variable on the customers’ fidelity and its four dimensions as customers’ satisfaction, relations with the customers, trust, and word of mouth advertisement as dependent variables. the participants of this study has been selected from the students of the Isfahan University through a simple random sampling. 170 persons were chosen. To measure both variables of the study, surveys were prepared by the researcher and its validity was confirmed through consistency and its reliability was confirmed through Cronbach's alpha. The relationship between the two variables was analyzed by using SPSS and “amos” software. The research methodology described in this paper is the descriptive-survey. According to the results of there search organizations must strengthen customer loyalty, social responsibility and attention to the dimensions.

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Keywords

Corporation social responsibility, customer loyalty.

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