The Effects of Corporate Social Responsibility (CSR) on Customer Loyalty

As the importance of the customer service within firm activities has been increased, social contributions of the firm also have been increased. Based on this perspective, this study try to investigates effects of the CSR on customer loyalty and service evaluation from customer's perspective. The purpose of this study are following two: first, to confirm the multidimensional nature of CSR and to determine the weight of the various dimensions of CSR. Second, to verify the effects of CSR on customers loyalty and their evaluations of services. In order to find this study's aim, we categories dimensions of the CSR as following three: the economical, ethical, and legal and philanthropic perspectives, and try to identify sub-dimensions of these three dimensions of CSR using empirical date. We collect the perceptions of mobile telephone services users in Korean Market-SKT, LGT, and KT and analyze thess collected data using a principal components factor analysis. The main results of this study are as following. Fist, the legal and ethical dimensions have more powerful effects than economical and philanthropic dimension on users overall evaluation of the service as well as in their loyalty towards the firm. Second, in case of testing hypothesis, hypothesis 1 and 2 have positive effects and hypothesis 3 has indirect effects.