Importance of Corporate Social Responsibility in Enhancing Customer Loyalty in UK

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