Influence of Perceived CSR Activities on Customer Loyalty: An Empirical Study on Leading Electronics Manufacturer of India

Abstract

The purpose of this paper is to examine how the perceived CSR activities influence customer loyalty with reference to India’s leading electronics manufacturer. The study used a quantitative approach in cross-sectional design. A survey among Indian customers of electronics was conducted as a method for data collection. After data collection, a statistical data analysis was performed using SPSS software. Results confirm a positive relationship between perceived CSR and customer loyalty on the leading Indian electronics company. From a theoretical perspective, this study broadens our knowledge base by generating deeper insights into the concepts of CSR and consumer behavior. From a managerial perspective, this study suggests that proper CSR positioning leads to an important competitive advantage. It also suggests intrinsically driven CSR activities.