Surveying the Relation between Aspects of Company’s Social Responsibility and Cus-tomer’s Loyalty (Case Study: Raja Trans-portation Company)

Authors

Abstract

Once upon a time it was believed that only high quality and low cost will catch customer’s view, disregarding the fact that providing a product can affect environment and society. With high competition, lack of water resources, and environmental pollution, modern approaches led to consider social responsibility and organizations understood that customer’s loyalty is important in addition to social responsibility which is critical to competitive advantage. This paper aims to study the relation between aspects of company’s social responsibility in which one major hypothesis and ten minor hypotheses are posed. This is functional descriptive correlation survey. The statistical population is Raja train passengers while 403 people were selected by random sampling. 8 out of 10 hypotheses were approved. In other words there are direct relation between company’s social responsibility from viewpoint of (society, customers, and employees) and perception (company-customer), company’s social responsibility from viewpoint of employees and customer’s satisfaction, perception (company-customer) and customer’s satisfaction, perception (company-customer) and repeated purchase behavior, customer’s satisfaction and suggestion for purchase, and finally customer’s satisfaction and repeated purchase behavior. But there is no direct relation between company’s social responsibility from viewpoint of customers and customer’s satisfaction, as well as , perception (company-customer) and suggestion for purchase.

Keywords

References

7. Polonsky, Michael Jay. and Rosenberger, III Philip. (2001). Reevaluating Green Marketing: A Strategic Approach. Journal of Business /September October. 8. Baker, Michael J. (1996). Marketing (An Introductory Text), Macmillan Presses Ltd, pp: 529-532. 9. Hartmann, Patrick. & Ibanez, Vanessa Apaolaza. (2006). Green Value Added. Marketing Intelligence & Planning, 24(7), pp,673-680. 10. Rundle-Thiele, Sharyn R. (2009). Social Gain: Is Corporate Social Responsibility Enough? Australasian Marketing Journal, (17), pp,204–210. 11. Garcia de los Salmones, M.M.; Herrero, A. and Rodriguez del Bosque, I. (2005). Influence of Corporate Social Responsibility on loyalty and Valuation of Services, Journal of Business Ethics Vol. 61 No. 4, pp. 369-385. 12. Torres, Anna. & H.A. Bijmolt, Tammo & A. Tribó, Josep. and Peter Verhoef. (2012). Generating Global Brand Equity through Corporate Social Responsibility to Key Stakeholders. International Journal of Research in Marketing, (29), pp,13–24. 13. Brammer S. & Pavelin, S. (2004). Building a Good Reputation. European Management Journal, 22(6): pp.704-713. 14. Hameed, F. (2013). The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets. Asian Journal of Business Management, 5(1):pp, 181-192. 15. Thakur, S. & Singh A. P. (2012). Brand Image, Customer Satisfaction and Loyalty Intention: A Study in the Context of Cosmetic Product among the People of Central India. EXCEL International Journal of Multidisciplinary Management Studies, 2 (5): pp,37-50. 16. Luo, X., Bhattacharya, C.B. (2006). Corporate Social Responsibility, Customer Satisfaction and Market Value. Journal of Marketing 70 (4), pp,1–18. 17. Marin, L.; Ruiz, S. and Rubio, A. (2009). The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior, Journal of Business Ethics, Vol. 84, pp. 65-78. 18. Marquina, P. and Vasquez, A.Z. (2013), “Consumer Social Responses to CSR Initiatives versus Corporate Abilities”, Journal of Consumer Marketing, Vol. 30 No. 2, pp. 100-11.

Files

Share

How to cite

Statistics