3.

2 Qualitative Data Collection Instrument

Topic: CORPORATE SOCIAL RESPONSIBILITY AND HOW IT AFFECTS

CUSTOMERS LOYALTY

Research Question: What impact does corporate social responsibility (CSR) have on consumer

loyalty?

Focus groups are the method/instrument.

Description/Justification: A focus group is the best tool or technique for addressing the

qualitative version of the research issue. A focus group is a qualitative research technique that

entails a group of chosen participants debating a particular subject in a systematic way with the

assistance of a moderator (Abbasi et al.,2023). An in-depth examination of the experiences,

perceptions, and attitudes of participants toward CSR initiatives of organizations and their effect

on their loyalty would be possible through the use of focus groups in the context of examining

the relationship between CSR and consumer loyalty.

The best strategy would be a focus group since it offers a lively, interactive setting that is

ideal for gathering detailed, nuanced information. Participants in group dynamics and

conversations can complement one another's ideas, exchange different viewpoints, and generate

fresh insights. This makes it possible for the researcher to gain more in-depth understandings of

the general experiences and viewpoints of consumers about CSR activities and their impact on

patronage (Abbasi et al.,2023).

A focus group also enables the exploration of both private and public experiences, which

helps to provide a thorough grasp of the subject. Consumers frequently discuss and experience

CSR programs together, therefore examining shared attitudes, beliefs, and experiences within a
group context is necessary to comprehend the impact on loyalty (Kartsonakis &

Grigoroudis,2023).

A focus group also enables the discovery of underlying reasons and emotional ties that

affect customer loyalty. Participants are given the opportunity to express their thoughts and

feelings regarding CSR projects, important insights into the emotive aspects of client loyalty.

This qualitative technique aids in illuminating the nuanced and complicated aspects that

influence consumer behavior and loyalty (Abbasi et al.,2023).

A focus group can also help with the research of the contextual variables that affect how

CSR and customer loyalty are related. Participants can talk about their interactions with

particular businesses, how they see CSR projects fitting in with their beliefs, and how external

influences like the media or societal standards may have an impact. With the use of this data, one

may gain a comprehensive understanding of how CSR initiatives affect customer loyalty in

different situations (Kartsonakis & Grigoroudis, 2023).

Focus group research also fits with earlier studies on CSR and loyalty, which frequently

use qualitative techniques to investigate the individualized experiences and viewpoints of

consumers .This study can add to the body of knowledge by using focus groups and advance our

understanding of the relationship between CSR and consumer loyalty from a qualitative

perspective.

In conclusion, a focus group would be the best tool or methodology for tackling the

qualitative research problem of how CSR affects consumer loyalty. It offers a dynamic and

participatory setting for examining participant perspectives, attitudes, and experiences about

CSR projects. It also enables the investigation of common experiences, underlying motives,
emotional ties, and environmental elements that affect client loyalty. This study can help to

advance our qualitative understanding of the complex relationship between CSR and consumer

loyalty by using focus groups (Kartsonakis & Grigoroudis, 2023).

Reference

Abbasi, S., Aghakhani, H., Azizi, S., Peikanpour, M., & Mehralian, G. (2023). Corporate social

responsibility and customer loyalty during the Covid-19 pandemic: Evidence from

pharmacy practice. Social Responsibility Journal, 19(2), 249-263.

Kartsonakis, S., & Grigoroudis, E. (2023). Corporate Social Responsibility, Customer

Satisfaction, and Customer Loyalty in Banking Institutions: A Literature Review. Sustainable

Finance and ESG: Risk, Management, Regulations, and Implications for Financial

Institutions, 47- 70.