Strategy to Customer Loyalty: Building CSR & Service Quality.

      Аннотация: In today's business climate the only way to grow is to offer your customers more value than your competitors do. CSR activities and Service Quality work as a strategy and helps in accomplishing targeted goals. The aim of this book is to identify the impact of service quality and corporate social responsibility (CSR) into the customer satisfaction (mediator) and how much its affect on the customer loyalty. This book develops and integrates the above variables and empirically analyzed the conceptual framework which positively predicts that customer satisfaction partially mediates the relationship between Service Quality, CSR activities and Customer Loyalty.

Ключевые слова: Basic, consumer marketing, corporate social responsibility, customer loyalty, Customer Relationship Management, Customer satisfaction, Empirical, FMCG, service quality, Strategy