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

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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.

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Commercial Strategies
Volume 14, Issue 9
September 2017
Pages 77-90

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