Effectiveness of Corporate Social Responsibility in Improving Customer Loyalty at International Level

RESEARCH PROPOSAL
(An investigation the effectiveness of corporate
social responsibility in improving customer
loyalty at international level)

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................5
What is the conceptual framework of corporate social responsibility in context of M&S?.......5
How corporate social responsibility helps M&S in enhancing customer loyalty at international
level?...........................................................................................................................................5
What are the impressive methods that could be used by Marks and Spencer for raising
customer loyalty towards brand?................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................7
REFERENCES..............................................................................................................................11

INTRODUCTION
Overview of the topic
Corporate social responsibility is defined as self-moving organisational process that
assists an organisation to become societal accountable to its various stakeholders, itself and the
public. By considering corporate social responsibility, also regarded as corporate citizenship,
organisations could be conscious of the type of impact they have on every aspect such as society,
social, economic and environmental (May, 2016). Engagement with the corporate social
responsibility defines that an organisation operates in a manner that enhance the environment
and society, instead of creating any negative impact on them. In the present investigation,
researcher will gather information about the importance of corporate social responsibility with
the main motive of enhancing the customer loyalty at international level. The current research is
executed on the background of Marks & Spencer which is known as British multinational retailer
and specialised in selling home products, food products and clothing. The organisation is
headquartered in London, UK. The founder of the company is Michael Marks and Thomas
Spencer and founded company in 1884.
Research Aim and objectives
Research Aim:
To identify the importance of corporate social responsibility in enhancing customer
loyalty at international level: A study on M&S
Research Objectives:
 To develop basic understanding regarding corporate social responsibility
 To identify the significance of corporate social responsibility in enhancing customer
loyalty at international level
 To discern the methods that would be used by M&S for raising customer loyalty towards
brand
Research Questions:
 What is the conceptual framework of corporate social responsibility in context of M&S?
 How corporate social responsibility helps M&S in enhancing customer loyalty at
international level?
 What are the impressive methods that could be used by Marks and Spencer for raising
customer loyalty towards brand?