Author(s): Ailawadi, Kusum; Neslin, Scott; Taylor, Gail
This executive summary provides an overview of Professors Kusum Ailawadi, Gail Taylor and Scott Neslin's recent study on corporate social responsibility activities, created with our partner, IEDP, who produce Ideas for Leaders.
Are customers more loyal to retailers who engage in corporate social responsibility (CSR) activities? In general, CSR is going to earn customer loyalty, although a closer look reveals that the type of CSR makes a difference. CSR related to the customer experience — involving employees and products — inspires the most loyalty, followed by community support activities. Environmental projects generate less enthusiasm from customers, and with some customers actually have a negative effect.
Do CSR Initiatives Enhance Customer Loyalty?
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