| Abstract [eng] |
Corporate Social Responsibility (CSR) has become an integral part of business strategy, with a direct impact on consumer loyalty. Corporate Social Responsibility ranges from environmental protection, employee welfare, community support etc. These actions allow companies to demonstrate that they are not only concerned about profits and their companies, but also about the well-being of society and the environment. It is important for consumers to know that the companies they choose to trust act responsibly. When a company clearly communicates and consistently upholds its social commitments, it builds greater trust and a stronger emotional connection. Consumers are more likely to choose organizations to which they feel a value connection. This alignment of values becomes the basis for long-term loyalty – even when cheaper or more convenient alternatives become available on the market. Corporate Social Responsibility activities also encourage consumers to become more actively involved in the company's activities – sharing positive experiences, recommending goods and services to others. Socially responsible activities helps to build a long-term competitive advantage based on trust, reputation, and loyalty. Object of work: the impact of corporate social responsibility on consumer loyalty. The aim of the research – to analyse the impact of corporate social responsibility on consumer loyalty. Objectives that were set to achieve the set goal of Masters work: 1. To conceptualise the impact of corporate social responsibility on consumer loyalty at the theoretical level; 2. To analyse empirical research on the impact of corporate social responsibility on consumer loyalty; 3. Empirically test the impact of corporate social responsibility on consumer loyalty in Lithuania. |
