How corporate social responsibility (CSR) affects customer loyalty: A case study of the UK retail industry

This report explores the impact of corporate social responsibility (CSR) on customer loyalty in the UK retail industry with a case study of ASDA. It includes research objectives, background, literature review, research methodology, data analysis, ethical issues, and limitations. The report uses a case-study research approach and a mixed-methods research strategy with a focus on the survey questionnaire. The report also discusses the role of CSR in enhancing customer loyalty and methods for increasing customer satisfaction.

Research Methodologies

Table of Contents
TITLE..............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Research question and appropriate set of research objectives....................................................3
Rational and background of research..........................................................................................4
Critical literature review of the research topic............................................................................4
Research Methodology................................................................................................................6
Data-analysis and procedures......................................................................................................9
Possible ethical issues related with research.............................................................................10
Discuss the methods that ensure researcher use valid and reliable information.......................10
Possible limitations to this research..........................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

TITLE
How corporate social responsibility (CSR) affects customer loyalty: A case study of the
UK retail industry
INTRODUCTION
The term CSR (corporate social responsibility) is identified as a self-regulating business
model which aids an organisation for becoming socially accountable, for itself, its stakeholders
and also for public. With practising corporate social responsibility which is also known as
corporate citizenship, companies become conscious of their kinds and their impacts on the aspect
of society which include social, environmental and economical. With engage in the CSR
practices an organisation perform their functions in a way that enhance the productivity and
environment instead of contributing in negative manner among them (Amorelli and García‐
Sánchez, 2021). This research helps us to understand the impact of corporate social
responsibility and it impact on the customers. Moreover, this research highlights on research
question and on organisation objectives and also on the research topic including the background
of the research. Research methodology on the topic of corporate social responsibility will also
included in this report. In the last, methods that make research valid and reliable is also included
in the upcoming section.
MAIN BODY
Research question and appropriate set of research objectives
Corporate social responsibility directly relates with the performance of the organisation
because this helps to fulfil the gap between customer loyalty and products through engage
effective corporate social factors such as to increase local employment rates, support local
economy, etc. and this helps for generate effective factors that increase company goodwill within
organisation (Aspalter, 2021).
AIM
To identify the impact of corporate social responsibility on customer loyalty towards specific
brand: A study on ASDA.
OBJECTIVES
 To increase basic knowledge or understanding regarding the corporate social
responsibility

 To identify the role of corporate social responsibility in enhancing customer loyalty
towards ASDA.
 To determine the ways that would be used by ASDA for increasing loyalty and
satisfaction of their customer.
Research question
 Which method is more effective for enhance the corporate responsibility in organisation?
 What is the role of corporate social responsibility to enhance customer loyalty?
 Which methods is used to increase the customer loyalty and customer satisfaction?
Customer perform an important role and this consists of all those factors related with
business as this is used for increase the customer loyalty (Avci, 2021). Moreover, the current
market perspectives related with customers consists of all those areas that increase number of
social activities to attract individuals for perform the task in minimum time-period. Along with
this management also consider that society and brand image both are improved by engage of
customer loyalty. Corporate social responsibility is identified as a broad concept and this takes
different forms which depend on industry and company.
Rational and background of research
Corporate social responsibility is considered as an important factor and this aids
management for perform all work in an ethical and sustainable manner that helps to deal with
environmental and social impacts. Also, it consider as an important factor which outlines all
important factors of corporate social responsibility. Along with this CSR practices helps for
perform all work with decided approaches that improves customers loyalty to complete their task
with more efficiency. Also, this is important for the investigator to understand the customer
related factors as this helps for manage work with more efficiency. Social responsibility and
ethical practices are essential as this leads to manage work with motive of addressing the
company problems. The main purpose for understand and analyse CSR practices is to generate
favourable and effective outcomes from the research (Beji and et. al., 2020). Moreover, with
engage of effective CSR practices this is easy for management to improve their work efficiency
by induce all those factors which improve positive results for business.
Critical literature review of the research topic
Concept of the corporate social responsibility

According to the Brad Davis, 2019 Customer social responsibility is become of the most
important factor that increase the high priority for complete task in a proper manner. With
analyse of the customer loyalty factors this is understand that management generate the
connection which increase and build better customer relationship by induce of CSR initiatives.
With understand of the corporate social responsibility this is identified as a brand concept that
make new forms to complete work according to social factors. All the concepts of CSR practices
consider towards formulation of strong bonds that boost morale of workforce to perform their
work with more efficiency. The knowledge factors related with socially responsible aspects aids
to induce and adopt CSR programs that helps to grow business and also to by giving back to the
society (Lee, 2020). In simple terms, CSR is a typical strategy which is implemented by large
corporations to perform all work in an ethical manner. The main aim to induce all knowledge
related factors helps management for grow business in a appropriate manner. Also, this helps for
achieve the long term factors through generate all aspects which are ethical and effective to
generate the effective programs for their workforce.
Role of corporate social responsibility to increase customer loyalty
From the perspective of Graham Cole, 2017 CSR practices and business success both are
considered as same factors which are related with each other. Organisation realize that with
becoming a good citizen there are different benefit by management and it helps to generate huge
and effective benefits for management. In the present scenario, change among perception of
individuals specifically, to learn corporate social responsibility factors that helps for claim ethics
related with new competitive environment. Along with this by conduct all related factors this is
easy for management to understand the interest of current and future generations. With analyses
of CSR models this is identified that by protecting the moral and values it is easy to identified the
subjects with same variation. Number of elements define that ethical responsibilities is essential
for make belief that organisation make certain ways to make the internal and external factors.
Efforts induced by management for use long term factors that helps to complete all work
according to environmental factors (Li, Shamsuddin and Braga, 2021).
Methods use for increasing the customer satisfaction level
With understand the viewpoint of CallMiner, 2020 this is identified that customer
satisfaction is the key for business success. This is also understand that companies drive better
customer satisfaction level and it aids to utilise the consumer-centric leadership methodology for

increase all those systems that are important for customer satisfaction. Develop customer
services communities generate advanced organisational factors which is used for generate
products according to the developed systems and features that helps for complete work with
implement of all prototypes that are important for collect information and it is also used to
complete work in a reliable manner (Masullo and et. al., 2020).
Research Methodology
The term research methodology refers to induce all those factors which helps to generate
practical results. Along with this it aids researcher for systematically, design all study factors
because it helps to complete research according to the decided aim & objectives. With analyses
of all methodology factors management design and select all those methods as well as techniques
that are effective for complete research with the decided research aim and objectives. Research
philosophy deals with nature, source and development of factors to manage the task as per data
related factors. Onion framework of the research-methodology which include Research
philosophy, research approach, research strategy, research choice and time-horizon is used. In
addition to this some methods of research philosophies are mention as follow:
 Positivism- With analyses of different factors this is analysed that positivism adheres
towards utilise of factual knowledge which is gained through the observation and this
engage measurement, trustworthy and by study of positivism factor management analyse
the role of researcher in an effective manner which is usually effective for observe and
utilise all knowledge factors related with business. Moreover, this is understand as an
ontological view of world that aids to interact and observe the regular factors of business.
Positivism research philosophy also helps for concentrate on all those facts that are
related with business approach.
 Interpretivism- This is also known as the interpretivist policy and it is used by the
researcher for interpret elements which is related with the human interest. Moreover,
interpretive researcher assume about all accessible factors that helps to complete the work
in social constructive factor as this also helps to interpret language, consciousness that
helps to share the same meanings (Matten and Moon, 2020). With interpretivism
management associated about all those sections that is used for manage the work
according to decided approaches. Along with this the interpretivist approach is also

important for the management because it aids to utilise multiple methods in a same
manner.
 Realism research philosophy- The philosophy of realism is based or relies on the idea
of interdependence which raise from the human mind. This philosophy is also based on
the assumptions of scientific approach that develop the knowledge of individuals.
Furthermore, this is divided into two groups: critical and direct. Moreover, direct realism
also known as naive realism and this is describe about all those factors that demonstrate
personal human senses (Orazalin and Baydauletov, 2020). On the other side, critical
realism reflects all those factors that usually not portray the real world as they
demonstrate only images and sensations.
Research Approach
The term research approach refers to the procedures and plans for a research which span
the steps from broad assumptions and detail methods of data collection, interpretation and
analysis of the data. There are various factors specifically, detailed methods and information is
used to formulate effective decisions for business. Specific research method of data and analysis
relates with research problems and this helps to address the personal experience of researcher.
Inductive and Deductive are two types of research approaches and brief explanation about them
are mention as follow:
 Inductive Research Approach- For this method researcher is focused towards
implement of all those factors that is related with the literature perspective of the topic. It
refers that the common method to utilise the inductive research approach is to use
existing literature related with the topic. Observation and observe a pattern are the main
methods to use the inductive research approach.
 Deductive Research Approach- At the time of conducting research investigator or
researcher utilise theory that is the result of inductive research. In simple terms, reasoning
conducting theory means to test all theories for conducting the deductive research. This
start with an existing theory in order to formulate the hypothesis which is based on
existing theory (Prieto-Lopez and Ayala-Pazmino, 2020).
Research Strategy
A case-study research approach relates with the survey questionnaire and it aids
management for perform their work according to the single contextual environment. The term

research strategy relates with company aids to enhance and understand the case organisation.
Moreover, the case-study approach focus on research-topic which aids towards formulation of
possible results by using the general approach to understand overall case-study.
Research choice
It consider as next layer of research-onion and this also utilise mixed method that engage
of both qualitative as well as quantitative approach. It also aids management to use the research
pragmatism philosophy (Ross and Call-Cummings, 2020). Furthermore, quantitative research
follow deductive approach of research and this is achieved through utilising the primary research
structured questionnaire.
Time-horizon
This considered as next layer of onion research and it is used by the investigator for the
completion of research within the decided time-period. Cross-sectional time horizon approach is
used by the researcher which focus on existing situation and on the other side, longitudinal
alternative approach is used by investigator for observe all information in decided time-period.
Types of the data-collection methods
The data and information is grouped into four types which is based on different methods
of data-collection. This includes observational, simulation, derived and experimental which is
used by the investigator further, it also impact on the way or method which is used to manage the
data. This is also used by investigator because this helps for combine all data and information
from different sources that helps to follow appropriate business practices. Observational data is
collected through the observation of behaviour and this aids to use methods such as human
observation, sensor and open-ended surveys. Experimental data is collected through active
intervention and this helps researcher for measure and formulate change for generate difference
when a variable is altered. Simulation Data is generated through imitating the operation of a real-
world process over time that is use the computer test models. Derived/compiled data use the data
points that helps for complete work with decided transformation.
Sampling Method
With conduct research and engage of different data or information this is understand it is
difficult or rare for collect data from every person in that group (Sengupta, 2020). The sample
group engage different group of the individuals who participate in the research. Further, to
formulate valid conclusions from the research management select and decide right method of

selecting sample which are usually, probability sampling and non-probability sampling. Target
group for this research is the stakeholders of organisation.
 Probability Sampling- This involve or engage the random selection which allow the
individuals for generate the strong statistical inferences related with whole group.
 Non-probability sampling- It is just opposite of random sampling because this involves
non-random selection which is based on the convenience and other criteria that allows
individuals for collect data in an easy manner.
Data-analysis and procedures
This section describe about all the tools and techniques which is used by the management
for complete their work with use of quantitative and qualitative methods. Quantitative method
involve both the collection as well as analysis of objective data that exists within the numerical
form. Research design is determined at the start of data-collection and this is not flexible so for
this research FOCUS GROUP method is standardised and used for minimise the bias within
research. It also helps to overview and explore the information which is related with quantitative
data-collection strategies (Trellová, 2020). Moreover, this research methods also helps to
generate effective outcomes from research. Qualitative research technique is used by researcher
for explore the value, attitude and behaviour of person. This also aids to explain the results
through which investigator address about all research objectives in an easy manner to explore
about all those values which aids to generate better services and participants of business.
Data-collection methods
 Primary Data-collection- The primary data-collection method is used to gather the raw-
information with use of different sources. This is one of the most effective method which
is used to collect the information for complete task with specific research purpose.
Qualitative research method, quantitative research method, etc. are the main method of
primary data-collection.
◦ ADVANTAGE- One of the major advantage or benefit of primary method is that this
helps to collect the specific information and also it aids researcher for control what
kind of information is important to collect.
◦ DISADVANTAGE- Primary data is very expensive and time-consuming as compare
to the secondary data. So sometimes investigator face challenges because this create
problems for collect appropriate information.

 Secondary data collection- Secondary data is collected by some other person within the
past but this is available for all to use. Usually, it demonstrate third party data and
information so this create challenges for researcher because information is already shared
on public basis.
◦ ADVANTAGE- Secondary data is easy to gather and also this is available on
different platforms which is easily accessed by researcher. So data is gathered at
affordable prices because most time information is available at free price.
◦ DISADVANTAGE- Information is collected and gathered in the previous period so
sometimes this results that secondary data is not authentic and reliable.
Possible ethical issues related with research
Informed Consent- One of the major informed consent is major ethical issue that raise at
the time of conducting research. This also refers that an informed consent is one of the major
mean through which an individual give rights to autonomy in order for protect the persons in an
easy manner. It determines investigator ensure that personal information of respondents will be
confidential. Informed consent seeks towards formulation of self-determination factors that
protect personal issue to complete research in a consent manner (Tsang and Lee, 2020).
Respect for anonymity and confidentiality- The issue of anonymity and confidentiality
is connected with the rights of beneficence, also respect for fidelity and dignity. This also
suggest the anonymity and also provides the subject knowledge that is related with personal
response. Moreover, if researcher is not able for promise anonymity than this is difficult for
investigator to complete work with engage of private information about researcher in order to
protect the subject identity.
Discuss the methods that ensure researcher use valid and reliable information
Reliability and validity are considered as the concept which is used for evaluate better
quality of researcher. This also indicates about different methods, test and techniques which
helps to measure the accuracy and reliability of research. In the present scenario, reliability is to
use consistent factors and methods that helps to measure all data in a reliable manner. On the
other side, validity refer how an organisation use accurate methods for measure the appropriate
results and characteristics that make valid results for business. Primary data method is used by
researcher for implement appropriate and useful information.

Possible limitations to this research
Research has some limitations and this aids towards completion of project in a normal
manner and it is crucial for investigator for major the scope of research process and this also
helps for acknowledge the research limitations in an easy manner. Formulation of research aim
and objectives and data-collection methods are identified as an important perspectives which
helps to implement all information in an easy manner.
CONCLUSION
From the basis of above research, this is concluded that corporate social responsibility
perform an important role for an organisation to maximise the customer loyalty. With understand
of the different views related with customer's perspectives investigator analyse different
viewpoints for understand overall viewpoints related with customer loyalty. Research
methodology and research approach is also understand through this research and this helps to
select appropriate information. In the last, issue which generates problems for completion of
research is also included to overcome from the problems that relates with data-analysis methods.

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