Corporate social responsibility and customer loyalty: A conceptual framework

To win loyalty in today´s markets, companies have to focus on building and maintaining customer loyalty. CSR has become a useful tool, however, the relationship between CSR and customer loyalty is largely unexplored. This article explores the effect of CSR on loyalty. In the proposed model, it is shown that the effect of CSR on loyalty exists, but that the effect is not all direct, CSR works through improving corporate image and trust.