Do Socially Responsible Companies Benefit from Higher Levels of Customer Satisfaction, Trust and Loyalty?

Veljko Marinković, Vesna Stojanović-Aleksić and Aleksandra Bošković

Journal of East European Management Studies, 2019, vol. 24, issue 4, 654-678

Abstract: The paper aims to determine the impact of customer perceptions of the corporate social responsibility (CSR) on customer satisfaction, trust and loyalty. The data for the empirical study was obtained through a survey of 180 respondents, customers of mobile telephony companies in Serbia. The results show that responsibility for customers and CSR disclosure are factors that have a positive influence on customer satisfaction, trust and loyalty. There is a medium level of positive correlation between responsibility for community and environment, on the one hand, and trust, on the other hand. The paper contributes to the literature and provides information for managers concerning their decision-making in the area of CSR.

Date: 2019
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DOI: 10.5771/0949-6181-2019-4-654

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