COMPANYâS CORPORATE SOCIAL RESPONSIBILITY AS A FACTOR IN DETERMINING CONSUMER LOYALTY: AN INVESTIGATION FROM CONSUMER PERSPECTIVE
Consumer perception was recognized as an important component in assessing a firm’s commitment to corporate social responsibility (CSR). Many prior studies discovered a connection between evaluation and consumer loyalty to the company. This paper explores how consumers will be loyal to a company base...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/75698 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Consumer perception was recognized as an important component in assessing a firm’s commitment to corporate social responsibility (CSR). Many prior studies discovered a connection between evaluation and consumer loyalty to the company. This paper explores how consumers will be loyal to a company based on how they perceive its commitment to CSR. This commitment will be evaluated based on the fit values between the consumer's and the company's ethical standards. We hypothesize that when the values and ethical standards of companies and consumers align, consumers will perceive the company as committed to CSR, eventually leading to consumer loyalty. We found evidence to support our statement from the 175 total respondents obtained from the online survey questionnaire. However, the company-consumer fit value does not cause consumers’ perception of the company's commitment to CSR. |
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