TITLE:
A Review of Corporate Social Responsibility and Its Relationship with Customer Satisfaction and Corporate Image
AUTHORS:
Bruce Emmanuel, Owusu-Ansah Priscilla
KEYWORDS:
Corporate Social Responsibility, Customer Satisfaction, Corporate Image, Corporate Reputation, Customer Loyalty
JOURNAL NAME:
Open Journal of Business and Management,
Vol.10 No.2,
March
9,
2022
ABSTRACT: The purpose of this paper is to review the effectiveness of Corporate
Social Responsibility (CSR) and its
relationship with customer satisfaction (CS), corporate image (CI), customer loyalty (CL), and market value performance (MVP). Corporate Social Responsibility (CSR) plays a significant role in
enhancing corporate reputation and image. The study adopted secondary data,
basically from previous related studies, books, and reports. The study
concluded that CSR would serve as a strategic initiative for firms to engage
customers and serve other stakeholders’ interests. Again, the study found that
CSR is effective for brand awareness, customer satisfaction, and market
performance. The study will contribute to the body of knowledge on CSR, by expanding the
boundaries of CSR as a business strategy by firms. Moreover, this study will
enable industry players to make sound policies and strategies that could
enhance corporate image. The study, therefore suggests that firms should
integrate CSR strategy into their operations. The study discussed the
limitations and suggests future research directions.