Demographics-based differences in the relationship between perceived CSR and customer loyalty in the dairy products market

• Authors: Ovidiu-Ioan Moisescu
• Languages of publication: EN

Abstracts

EN

The purpose of the current paper is to investigate the demographics-based differences in the relationship between customers’ perceptions of corporate social responsibility (CSR) and their loyalty towards brands/companies in the dairy products market, considering the socio-cultural and economic particularities of one of the largest countries of Central-Eastern Europe. For this purpose, a survey was implemented among a sample of 1461 dairy products consumers from the urban area of Romania, investigating perceived CSR and customer loyalty by using 28, and, respectively, 6 Likert-type items. Results show that customers’ loyalty towards dairy brands/companies is positively and significantly influenced by how customers perceive companies’ responsibility towards their customers, in all investigated demographic segments. However, there are other facets of perceived CSR (community development, the environment, economic success, sponsorship, public authorities) in which case the relationship with customer loyalty is only significant in certain demographics-based market segments

Keywords

EN

corporate social responsibility; customer loyalty; dairy products; demographics

• Publisher: Sciendo
• Journal: Management & Marketing
• Year: 2015
• Volume: 10
• Issue: 2
• Pages: 118-131

Dates

published

2015-09-01

online

2015-09-01

Contributors

author

Ovidiu-Ioan Moisescu

• Babeș-Bolyai University, Cluj-Napoca, Romania

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Identifiers

DOI

10.1515/mmcks-2015-0010