A study to investigate the impact of firms social responsibility project on customer loyalty

There is intense competition among profit-making businesses. In order to survive in this competition, businesses need to analyze consumer behavior well and act in line with their expectations. Because consumers can easily choose between the enterprises that realize their expectations in this intense competition. For this reason, today, many businesses have given importance to fulfill their corporate social responsibilities. In this way, they aim to retain their existing customers and to obtain potential customers. In order to achieve this, enterprises have tried to provide a good working environment for their employees, not to act unfairly or unethically in their business activities, to comply with the laws in their activities, to take initiatives that provide environmental sustainability, to provide correct information to the customer and to be sincere in their relations. In this study, the impact of corporate social responsibility (CSR) activities on customer loyalty is examined. In the first part of the study, the concept of social responsibility has been explained in detail, its importance, its development through the historical process, the related concepts, advantages and disadvantages have been expressed. In the second part of the study, the concept of customer loyalty is explained, the dimensions of loyalty, the factors affecting loyalty, the levels of loyalty development and the effect of social responsibility activities on creating customer loyalty are examined. In the last part of the study, a survey was conducted to determine the role of X company in the coffee sector in creating social responsibility and customer loyalty. The questionnaire was applied to the customers (327 people) in a branch of the company in Eskişehir and the findings were interpreted by t-test ANOVA analysis and regression analysis. It was concluded that the social responsibility activities of the enterprises increased the satisfaction to the enterprise, positively affected the image and created trust in the eyes of the society. In this way, customers will sympathize with the business and this sympathy will turn into loyalty over time. Keywords: Corporate Social Responsiblity, Customer Loyalty.