Corporate Social Responsibility Activities that Influence Customer Loyalty of SMEs
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Date
2018
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Publisher
International Journal of Business and Management
Abstract
Businesses are increasingly required to address the demands of key stakeholders, in addition to those of
shareholders. There is an increasing role of corporate social responsibility (CSR) to large businesses and small
and medium enterprises (SMEs) alike. However, research to support the degree of the application of CSR
activities to SMEs with respect to customer loyalty is limited. The purpose of this study was to examine the
selected CSR activities that impact the customer loyalty of SMEs. A self-administered questionnaire was
distributed to selected SMEs in Kampala District, while Structural Equation Modeling was utilised to determine
the influence of independent variables on the dependent variable. The study findings revealed that the selected
CSR activities (Society-oriented CSR activities, Market-oriented CSR activities and Environmental-oriented CSR
activities) positively influence the Customer loyalty of SMEs.
Description
Keywords
Corporate social responsibility factors, Customer loyalty, Small and medium enterprises
Citation
Turyakira, P. K. (2018). Corporate social responsibility activities that influence customer loyalty of SMEs''. International Journal of Business and Management, 13(6), 255-266. https://doi.org/10.5539/ijbm.v13n6p255