The influence of corporate social responsibility (CSR) on customer loyalty: A case study of a shopping center in Chonburi province

Abstract

          This research aims to study the influence of Corporate Social Responsibility (CSR) on customer loyalty, focusing on a shopping mall in Chonburi Province. The study examines five key factors impacting customer loyalty: (1)Economic Responsibility, (2)Ethical Responsibility, (3)Legal Responsibility, (4) Public Benefit Responsibility, and (5) Customer Satisfaction. A quantitative research method was chosen, using a single-method quantitative approach. Data was collected through questionnaires from 400 customers of the shopping center. The questionnaire’s reliability was tested using the Index of Item-Objective Congruence (IOC), and data was analyzed through Pearson Correlation and Multiple Regression Analysis via SPSS. The results indicate that CSR influences customer loyalty with a predictive power of 69.1%, statistically significant at the 0.05 level. Regression analysis (Beta coefficients) revealed that ethical responsibility had the strongest impact on customer loyalty from the consumer's perspective, followed by legal responsibility, customer satisfaction, economic responsibility, and public benefit responsibility. This researche founded all five factors: economic, ethical, legal, public benefit, and customer satisfaction - significantly affect customer loyalty. Therefore, businesses should consider the importance of long-term CSR practices.