The Influence of CSR Initiatives on Customer Satisfaction and Loyalty

This report, titled "To assess the impact of Corporate social responsibility initiatives on customer satisfaction and loyalty," investigates the relationship between CSR activities and customer perception, satisfaction, and loyalty, focusing on the Charlotte Street Hotel. The research includes aims, objectives, a research initiation plan, a detailed timeline with action plans, and a comprehensive research methodology employing an inductive approach and a descriptive research design. Data collection utilized both primary and secondary sources, including questionnaires, with thematic analysis employed for data evaluation, supported by charts and graphs. A sample size of 30 customers was used. The study analyzes customer awareness of CSR activities, their perception of CSR as a business responsibility, and the benefits they derive from such initiatives. Findings highlight the importance of CSR in influencing customer satisfaction, loyalty, and the hotel's market position, offering recommendations for enhancing CSR initiatives to improve customer satisfaction and loyalty.

MANAGING A
SUCCESSFUL BUSINESS
PROJECT

Table of Contents
P1: AIMS AND OBJECTIVES.......................................................................................................1
P2: RESEARCH PRODUCTION INITIATION PLAN.................................................................3
P3: Time line and action plan .........................................................................................................4
P4: RESEARCH METHODOLOGY .............................................................................................4
P5: DATA ANALYSIS ..................................................................................................................6
P6: RECOMMENDATIONS.........................................................................................................19
P7: REFLECTION.........................................................................................................................19
REFERENCES..............................................................................................................................20

P1: AIMS AND OBJECTIVES
Research Title “ To assess the impact of Corporate social responsibility initiatives on customer
satisfaction and loyalty”
Aim “ To assess the impact of Corporate social responsibility initiatives on customer satisfaction
and loyalty”- A study on Charlotte street hotel
Objectives:
 To understand the concept of customer satisfaction and loyalty
 To study the CSR activities undertaken by Charlotte street hotel
 To identify relationship between CSR activities undertaken by Charlotte street hotel and
customer satisfaction & loyalty
 To recommend CSR initiatives to Charlotte street hotel through which customer
satisfaction and loyalty can be enhanced
Research question:
 What is importance of CSR in customer loyalty and satisfaction?
 Which csr activities undertaken by the Charlotte street hotel?
 How csr activities of Charlotte street hotel relate to the customer satisfaction and
loyalty?
Background of the study:
Corporate social responsibility mainly describes as the approach which is undertaken by
the businesses in order to attain sustainable development by delivering social, environmental and
economic benefits to stakeholders, customers and in general to the society. CSR consist a wide
variety of concept in itself such as corporate governance, human rights, environmental effects,
safety and health and contribution for the development of economy. As CSR is playing a
remarkable job in helping the businesses as CSR activities are build with the purpose of welfare
of the customers and employees. CSR is an effective technique which is very helpful for the
businesses in order to survive in the market and developing long term business growth aligning
with the benefits for the employees and customers(Korschun, Bhattacharya and Swain, 2014).
Factors such as customer loyalty and customer satisfaction is very critical element for any
business or the organization. The businesses are really concern about the stated factor so pror
developing any CSR activities organization focus on various areas such as constructing the
customer satisfaction, relationship maintenance and customer loyalty. As satisfaction of the
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customer is not totally based on the services or product itself, satisfaction of the customer
primarily lies in the perception of the customer about the individual business or organization. On
the other hand loyalty from the side of the customer is considered as a biggest objective for the
survival and growth of the organization(Walsh and Bartikowski, 2013). CSR activities helps
organization in creating a favourable image in front of the customer so that they can be able to
influence the perception of the customer about the firm or organization. The present study is
focused on the impact of Corporate social responsibility initiatives on customer satisfaction and
loyalty on the Charlotte street hotel(Shin and Thai, 2015).
P2: RESEARCH PRODUCTION INITIATION PLAN
2

3

P3: Time line and action plan
The above picture is clearly indicating the critical path activities. The activities which are
highlighted with the red colour are compulsory activities which cannot be denied and ignored
otherwise it will resulted as non completion of the overall research. There are various other
activities also which are highlighted with blue colour which is indicating that this activities can
be delayed and ignored for some point of time as it will not affect the completion time frame of
the research plan.
P4: RESEARCH METHODOLOGY
Research approaches- Research methodology is based on the approaches which are use
in the particular research. Approaches define the pattern in which data is collected. Mainly two
type of research approaches are use inductive and deductive. Inductive research approach
facilitate the information and data in generalized manner. On the other hand deductive research
approach first collect the data and the information and then formed it in the generalized
manner(Vaioleti, 2016).
The present research To assess the impact of Corporate social responsibility initiatives
on customer satisfaction and loyalty is based on the inductive approach. The reason behind that
the study requires the general information for developing the understanding of the researcher
about the particular topic.
Research design- The presentation of the gathered information is comply with the
research aim. There are three type of research design descriptive, exploratory and explanatory.
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Descriptive design refers to the characteristics of the population, exploratory pressurize on the
carry out various issues which are not considered yet and explanatory design is focused on
discovering and exploring various issues which are helpful to carry out the valid outcome which
are relevant to the aim and objectives of the study(Lushey and Munro, 2015).
The present research is based on the descriptive design as it is feasible enough to achieve
the aim of the study. The descriptive research design is helpful for understanding the
characteristics of the population so it will provide better result out of this study.
Research philosophy- The research philosophies describes the belief in which the data
is collected, analysed and used for the study. There are two type of research philosophies used
mainly Interpretivism and positivism. Interpretivism refer a single factor is followed by various
factors and positivism is use for figure out the quantitative facts(Dumay and Cai, 2015).
The interpretivism philosophy is use for the present study as it is well suited to the topic
of to assess the impact of Corporate social responsibility initiatives on customer satisfaction &
loyalty.
Data collection- The data collection process provide sources regarding the specific topic.
Data can affect the finding of the research entirely so the should be complete with full care. The
process of data collection can be done by two ways primary and secondary. IN the present study
both primary as well as secondary data is being used as collection of information is done by
questionnaire method and secondary information is gather by various articles and journals(Vamsi
Krishna Jasti and Kodali, 2014).
Data analysis- Data analysis complete the process of providing the valid conclusion to
the studies. There are various techniques and tools are use for the evaluation of collected
information. In the present study thematic analysis is being used by using various tools such as
charts, graphs and tables(Farooq and O'Brien, 2015).
Sampling- For providing the systematic order to the information random sampling is
being used in the study to assess the impact of Corporate social responsibility initiatives on
customer satisfaction & loyalty. The sample size is 30 customers and their responses are use to
carry out the research(Lather and St. Pierre, 2013).
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P5: DATA ANALYSIS
QUESTIONNAIRE
Name:
Age:
Gender:
1: Do you know about CSR activities carry out by Charlotte street hotel ?
 Yes
 No
 Do not know
2: CSR activities are the responsibilities of the business or organization ?
 Strongly agree
 Agree
 Neutral
 Disagree
 Highly disagree
3: Do you get any benefit out of CSR activities carry out by businesses or organization ?
 Yes
 No
 Do not know
4: CSR activities have an influence on the choice of purchase of products and services ?
 Strongly agree
 Agree
 Neutral
 Disagree
 Highly disagree
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5: Does helping society favours Charlotte street hotel to grow their business ?
 Strongly agree
 Agree
 Neutral
 Disagree
 Highly disagree
6: The market position of the Charlotte street hotel in terms of consumer preference is
strengthen through CSR activities ?
 Strongly agree
 Agree
 Neutral
 Disagree
 Highly disagree
7: Do you buy product or services from the organizations which is not indulge with CSR
activities ?
 Yes
 No
 Do not know
8: Customer is always loyal toward the organization's product which are fulfilling the social
responsibility ?
 Strongly agree
 Agree
 Neutral
 Disagree
 Highly disagree
9: Do you think Charlotte street hotel requires to improve their CSR activities in order to
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increase the level of satisfaction of customer ?
 Strongly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Theme 1: Knowledge about CSR activities carry out by Charlotte street hotel
1: Do you know about CSR activities carry out by Charlotte street hotel ?
NO. of
responde
nt
Yes 16
No 10
Do not know 4
30
8
Yes
No
Do not know
0 2 4 6 8 10 12 14 16 18
16
10
4
NO. of respondent

Interpretation:
The above collected information is indicating that 16 out of 30 respondent are well aware
about the CSR activities carry out by Charlotte street hotel, where 10 respondent do not have any
knowledge about the corporate social responsibilities carry out by the Charlotte street hotel. 4
respondent are not clear about the statement. The analysis of the above data is clearly identify
that majority of the population is well aware about the CSR initiatives carry out by the
Charlotte street hotel. As it is very important spreading the awareness about the initiatives so that
more people can know about the social responsibility which has been fulfil by the Charlotte
street hotel . The customer will only satisfied and loyal on the basis of the CSR activities if they
know about the corporate social responsibility programme which is undertake by the
organization.
Theme 2: CSR activities are the responsibilities of the Charlotte street hotel
2: CSR activities are the responsibilities of the business or organization ?
NO. of
responde
nt
Strongly agree 17
Agree 8
Neutral 3
Disagree 2
Highly disagree 0
30
9

Interpretation:
The above collected information is clearly indicating the 17 out of 30 respondent are
strongly agree with the statement that it is the responsibility of the organization or businesses to
conducting the CSR activities, whereas 8 respondent are also agree with the statement. 3
respondent are not sure that it is the responsibility of the organization or it is just a random
activity which any organization can carry. 2 respondent are disagree with the statement and
believe that it is not comes under the organization responsibility that they carry any CSR activity.
No respondent was highly disagree with the statement. From the above collected data and
information it can be analyse that more number of customer feel that organizations should take
initiatives in the area of corporate social relationship. Customer are taking corporate social
responsibility seriously and feel that organizations are responsible for society and they should
carry out such initiatives. Charlotte street hotel should take advantage out of it and have to come
up with CSR activities so that they can generate some goodwill in the eye of the customer.
Theme 3: Benefit out of CSR activities carry out by Charlotte street hotel
3: Do you get any benefit out of CSR activities carry out by businesses or
organization ?
NO. of
responde
10
Strongly agree Agree Neutral Disagree Highly disagree
0
2
4
6
8
10
12
14
16
18 17
8
3
2
0
NO. of respondent