Importance of Corporate Social Responsibility in Enhancing Customer Loyalty in UK

This academic paper explores the importance of corporate social responsibility (CSR) in enhancing customer loyalty in the UK, with a focus on Marks and Spencer. The paper discusses the background of the topic and the organisation, research aim, objective, and questions, as well as the research rationale. The references cited in the paper are also included.

Academic writing
(To identify the importance of corporate social
responsibility in enhancing customer loyalty in
UK)

Table of Contents
CHAPTER 1: INTRODUCTION..............................................................................................4
1.1 Background of the topic...................................................................................................4
1.2 Background of the organisation........................................................................................4
1.3 Research aim....................................................................................................................5
1.4 Research objective............................................................................................................5
1.5 Research question.............................................................................................................5
1.6 Research rational..............................................................................................................5
REFERENCES...........................................................................................................................7

CHAPTER 1: INTRODUCTION
1.1 Background of the topic
In the recent time corporate social responsibility is one of the popular and interested
topics. Many stakeholders such as investors, mangers, customers, employee is also interested
for knowing the CSR activity followed by the company. Corporate social responsibility is a
business model which is used by the organisation to operate their business in more ethical
manner. By adopting the strategy of CSR many company try to build a good market image in
the society. It is a self regulation approach that assist the organisation to be more socially and
accountable while interacting with stakeholders or with public (Golob and et. al, 2019). The
movement of CSR helps the companies to move forward and create positive impact for their
business. It refers to brand commitments to fulfil their social obligation in more ethical
manner. A socially responsible company creates their brand and also raise a strong customer
base for business.
In recent time when competition is high corporate social responsibility is gaining
more priority for both customers and organisation. CSR plays a very important role to build
loyalty and trust among customer which help the company to enhance their sale. Brand
loyalty is a positive aspect which builds emotional connection of the buyers toward company
product and services. Loyal customers are those people which are attach to specific goods of
the brand and is not ready to switch in other company (Nguyen, Kecskés and Mansi, 2020).
They make repetitive purchase on the brands product due to the trust they have on
organisation goods. There are five charterstics of brand loyalty which are perceived values,
customer satisfaction, trust, commitment and repeat purchase behaviour. One of the major
benefits of corporate social responsibility helps in building buyers engagements and wares
other about the brand. Through CSR more loyal customers are being built which purchase
brands product with a substitute is available in cheaper price (Atulkar, 2020).
1.2 Background of the organisation
To conduct the research the chosen organisation is Marks and Spencer. It is one of
the leading British multinational retail organisations. It was founded in the year 1884 by
Michael marks and Thomas Spencer. The headquarter of the company is located in London,
England. Marks and Spencer deals in variety of goods and service some of them are Clothes,
food products, Home and furnishing item etc. The company operates their business

worldwide in more than 1463 location. Marks and Spencer operates their business in US,
New Zealand, Canada, South Africa etc. some of the subsidiaries of M& s are Per Una,
Autograph, Good move, M&S Collection, Boutique, Jaeger and many more.
1.3 Research aim
Aim: “To identify the importance of corporate social responsibility in enhancing customer
loyalty in UK: A study on M&S”.
1.4 Research objective
 To develop basic understanding regarding corporate social responsibility.
 To identify the significance of corporate social responsibility in enhancing customer
loyalty in UK.
 To discern the ways that would be used by M&S for improving customer loyalty
towards brand.
1.5 Research question
 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 in UK?
 What are the effective ways that would be used by Marks and Spencer for improving
customer loyalty towards brand?
1.6 Research rational
The major reason behind conducting this research is to gain a detailed understanding
about the importance of corporate social responsibility in enhancing customer loyalty. This
research also highlights major significance of CSR activities within the organisation and the
ways which can be used to improve customer loyalty toward the organisation. The existing
research is of great interest for me because it will help me in attaining two vital objective that
is personal and professional objective (Kim and Stepchenkova, 2018). In respect to the
personal objective this investigation will enhance my skills about various research method
used in the investigation to complete the report in systematic and appropriate manner. The
present research will also enhance my academic knowledge regarding the topic and the
importance of CSR in the organisation. With the respect to the professional objective this
research will help me in developing my professional carrier in sound manner by knowing the
various jobs available in the field of marketing. The current investigation is also helpful as it
will tells about different ways which can be used by mangers to improve their brand loyalty

that will aids me when i will be working as a marketing mangers in an organisation. Thus the
current research is vital for me as it will fulfil my personal and professional objective in quite
significant manner (Karatzias and Cloitre, 2019).

REFERENCES
Golob, U., and et. al, 2019. The importance of corporate social responsibility for responsible
consumption: Exploring moral motivations of consumers. Corporate Social
Responsibility and Environmental Management. 26(2). pp.416-423.
Nguyen, P.A., Kecskés, A. and Mansi, S., 2020. Does corporate social responsibility create
shareholder value? The importance of long-term investors. Journal of Banking &
Finance. 112. p.105217.
Atulkar, S., 2020. Brand trust and brand loyalty in mall shoppers. Marketing Intelligence &
Planning.
Kim, M.S. and Stepchenkova, S., 2018. Examining the impact of experiential value on
emotions, self-connective attachment, and brand loyalty in Korean family
restaurants. Journal of Quality Assurance in Hospitality & Tourism. 19(3). pp.298-
321.
Karatzias, T. and Cloitre, M., 2019. Treating adults with complex posttraumatic stress
disorder using a modular approach to treatment: Rationale, evidence, and
directions for future research. Journal of Traumatic Stress. 32(6). pp.870-876.