University of Twente Student Theses

CSR as a Shield: Unveiling the Power of Different Types of Corporate Social Responsibility During an Organizational Crisis in Safeguarding Company Reputation, Customer Satisfaction, and Customer Loyalty

Kari, Malek (2023) CSR as a Shield: Unveiling the Power of Different Types of Corporate Social Responsibility During an Organizational Crisis in Safeguarding Company Reputation, Customer Satisfaction, and Customer Loyalty.

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Abstract:	This thesis explores the interconnected dynamics between company reputation, customer satisfaction, customer loyalty, and various dimensions of Corporate Social Responsibility (CSR) within the cosmetics industry. During an organizational crisis, company reputation, customer satisfaction, and customer loyalty can be compromised, highlighting the importance of identifying effective strategies to mitigate such impacts. Therefore, this research aims to address the existing gap in the literature by examining the effectiveness of five different CSR types: economic, environmental, ethical, legal, and philanthropic, in preventing and minimizing the negative impact of preventable organizational crises on company reputation. Additionally, it explores how this impact on company reputation influences customer satisfaction and customer loyalty. Using a quantitative and experimental research approach, data was collected through a survey carried out on a diverse sample of respondents,, primarily university students aged 18-25, with a slightly higher representation of female respondents. Statistical analysis revealed significant and positive relationships between customer loyalty and customer satisfaction, as well as customer satisfaction and company reputation, supporting the formulated hypotheses. Furthermore, the findings highlight the philanthropic, ethical, and environmental dimensions of CSR as effective safeguards during crises, contrasting with the limited effectiveness of economic and legal CSR strategies. These findings contribute to the broader field of CSR and crisis management research. By identifying the CSR types that act as shields against crises, organizations can proactively integrate these practices to enhance their resilience and minimize the negative consequences of potential crises.
Item Type:	Essay (Bachelor)
Faculty:	BMS: Behavioural, Management and Social Sciences
Subject:	05 communication studies
Programme:	Communication Studies BSc (56615)
Link to this item:	https://purl.utwente.nl/essays/95550
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