Bachelor Thesis

The Effect of Corporate Social

Responsibility (CSR) on
Customer Loyalty
A Quantitative Study

Author: Edwin Föjerstam, Amir

Hukic & Märta Ögren Kull
Supervisor: Michaela Sandell
Examiner: Åsa Devine
University: Linnaeus University
Term: VT22
Subject: 2FE21E
Level: Bachelor

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Acknowledgements
This thesis was conducted by Edwin Föjerstam, Amir Hukic and Märta Ögren
Kull at the Marketing Programme at Linnaeus University in Växjö during the
spring of 2022. We would like to begin with thanking our supervisor Michaela
Sandell for your incredible patience and encouragement throughout this
process. We would have not been able to conduct this research without your
help and we are immensely grateful for you continued support and positive
attitude. We would also like to thank Miralem Helmefalk who guided us
through the jungle of conducting quantitative research. Without you we would
not have been able to work with our results to the extent that we could. Finally,
we would like to thank our examinator, Åsa Devine, for all the help from
beginning to end. With the help of your support, creative solutions, and
genuine consideration for our thesis, we have been able to conduct this
complete research to the best of our abilities.

We would also like to express our gratitude towards the opponents in our
seminar group, who have all been a part in this process. With your help and
devotion of time we have managed to complete this process. The same goes
for all of those answering our survey. We would not have been able to conduct
this research if you would not have taken the time to help us. Thank you very
much.
 Abstract

Corporate social responsibility is a broad business model, that encourages

companies to be transparent concerning their environmental, ethical,
philanthropic and economical aims. The purpose of this thesis is to explain if
efforts within these areas could eventually lead to customer loyalty. Customer
loyalty is often achieved when a company builds and maintains a positive
long-term relationship with a consumer. In order to conduct research on the
subject, a quantitative method was used in order to gather data. Since this
research is built upon existing research, it is explanatory and uses a cross-
sectional research design. This led to the testing of four hypotheses and a
construction of a questionnaire, that was sent out to the public by posting it on
social medias. In connection to this, ethical and societal issues were taken into
consideration when the questionnaire was written. The data collected was
compiled in IBM SPSS Statistics and structured in the results chapter. The
findings of the data indicate that the proposed model of the four hypotheses
was rejected due to insignificance. Therefore, the authors concluded that CSR
does not have an effect on customer loyalty, in contradiction to what previous
research has stated on the relationship.

Keywords
Customer loyalty, CSR, Environmental responsibility, Ethical responsibility,

Philanthropic responsibility, Economical responsibility.

Table of Contents
1 Introduction ................................................................................................................... 1
1.1 Background ............................................................................................................ 1
1.2 Problem Discussion ............................................................................................... 2
1.3 Purpose .................................................................................................................. 4

2 Theoretical Framework ................................................................................................ 4

2.1 Corporate Social Responsibility (CSR) .................................................................. 4
2.1.1 Environmental Responsibility ............................................................................ 5
2.1.2 Ethical Responsibility ........................................................................................ 6
2.1.3 Philanthropic Responsibility .............................................................................. 7
2.1.4 Economic Responsibility ................................................................................... 7
2.2 Customer Loyalty ................................................................................................... 8

3 Conceptual Framework .............................................................................................. 10

3.1 Hypotheses ........................................................................................................... 10
3.1.1 Environmental Responsibility .......................................................................... 10
3.1.2 Ethical Responsibility ...................................................................................... 11
3.1.3 Philanthropic Responsibility ............................................................................ 12
3.1.4 Economic Responsibility ................................................................................. 13
3.2 Proposed Model ................................................................................................... 14

4 Methodology ................................................................................................................ 15
4.1 Research Approach .............................................................................................. 15
4.2 Research Design .................................................................................................. 15
4.3 Data Collection Method ....................................................................................... 16
4.3.1 Operationalization............................................................................................ 17
4.3.2 Operationalization Table.................................................................................. 17
4.3.3 Implementation of Questionnaire .................................................................... 22
4.3.4 Pre-Test ............................................................................................................ 24
4.4 Sampling .............................................................................................................. 25
4.4.1 Data Collection ................................................................................................ 25
4.4.2 Sample Selection ............................................................................................. 26
4.5 Data Analysis ....................................................................................................... 27
4.5.1 Descriptive Statistics........................................................................................ 28
4.5.2 Correlation and Regression Analysis ............................................................... 29
4.6 Research Quality .................................................................................................. 31
4.6.1 Reliability ........................................................................................................ 31
4.6.2 Validity ............................................................................................................ 32
4.7 Ethical and Societal Issues ................................................................................... 34
 4.7.1 Ethical Issues ................................................................................................... 34
4.7.2 Societal Issues .................................................................................................. 35

5 Results .......................................................................................................................... 36
5.1 Demographics ...................................................................................................... 36
5.2 Descriptive Statistics ............................................................................................ 37
5.3 Validity Testing: Spearman Correlation .............................................................. 39
5.4 Reliability Testing: Cronbach’s Alpha ................................................................. 39
5.5 Analysis Output: Regression Analysis and Hypothesis Testing ........................... 41

6 Discussion .................................................................................................................... 44
6.1 Discussion of Hypothesis 1 – “H1: Environmental responsibility has a positive
effect on customer loyalty” ............................................................................................... 45
6.2 Discussion of Hypothesis 2 – “H2: Ethical responsibility has a positive effect on
customer loyalty” .............................................................................................................. 47
6.3 Discussion of Hypothesis 3 – “H3: Philanthropic responsibility has a positive
effect on customer loyalty” ............................................................................................... 49
6.4 Discussion of Hypothesis 4 – “H4: Economical responsibility has a positive effect
on customer loyalty” ......................................................................................................... 51

7 Conclusion ................................................................................................................... 52

8 Implications ................................................................................................................. 53
8.1 Theoretical Implications ...................................................................................... 53
8.2 Managerial Implications ...................................................................................... 54

9 Limitations and Future Research .............................................................................. 54

10 References ............................................................................................................... 56
1 Introduction
1.1 Background
Today’s society puts pressure on companies utilizing a less transparent
socially responsible strategy (Iglesias et al., 2018). Due to the environment
shifting to a more digitized, transparent and connected form, many customers
demand companies to utilize corporate social responsibility (CSR) (Iglesias et
al, 2018). CSR is a broad business model that allows companies to monitor
their impact on environmental responsibility, ethical responsibility,
philanthropic responsibility, and economic responsibility (Pacific Oaks,
2021). CSR allows companies to pursue charitable objectives in addition to
maximizing profits. This way of operating enhances the aforementioned
responsibilities instead of contributing negatively to the world (Fernando,
2022). Moreover, the environmental responsibility within CSR focuses on
companies operating as environmentally friendly as possible. This is done by
either increasing the company’s dependence on sustainable resources and
renewable energy, reducing the pollution that the company emits during
production and logistics, and offsetting negative environmental impact by
funding research or planting trees (Stobierski, 2021). Further, the ethical and
philanthropic responsibilities cover the company’s aim to vigorously improve
both the world and society (Stobierski, 2021). This can be done by devoting a
part of the company’s earnings to charities and nonprofits (i.e UNICEF)
(Stobierski, 2021). Lastly, the economic responsibility within CSR is
connected to both the philanthropic and ethical responsibility, where
companies justify and support the monetary value, they bring into the four
aforementioned responsibilities (Stobierski, 2021).

Since a successful CSR strategy can enable and enhance customer loyalty, it
is of essence that firms aim for establishing precisely that relationship to the
customers (Park et al., 2017; Iglesias et al., 2018). Customer loyalty can be
characterized as a customer's inclination to build and keep long term
relationships with a company (Iglesias et al., 2018; Lovelock and Wirtz, 2011).

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This inclination is important for companies since it enables customers to form
emotional relationships with the company and thus make them returning
customers (Ramroop, 2020). As a result, the revenue grows as well as the
customer lifetime value. However, loyalty does not come free, therefore,
companies must create something that the customer values greatly and makes
the customers return (Ramroop, 2020). This value can be anything from
quality, loyalty programs, prices, or environmentally friendly products
(Ramroop, 2020).

1.2 Problem Discussion

The majority of previous research on the effect CSR has on customer loyalty,
showed that customer trust and customer satisfaction was more of a focus
rather than customer loyalty. However, few studies such as Uslu and Şengün
(2021), Chung et al. (2015), Fatma and Rahman (2016) and Chen et al. (2012)
have concluded that Corporate Social Responsibility has an impact on
customer loyalty. Uslu and Şengün (2021) add to this by stating that companies
need to communicate their dedication to CSR for the customer’s loyalty to be
affected, since the consumer of today makes responsible purchase decisions
that are based on CSR measures. Park et al., (2017) argues that customer
loyalty is connected to pragmatic but also moral reasons for activities within
CSR. This entails that in order to apply a successful CSR strategy that
increases customer loyalty, companies are encouraged to apply practical and
moral activities. Moreover, a loyal customer spends 67% more on products
than new customers (Stewart, 2019). Additionally, a loyal customer can allow
for sustainable growth by serving as a brand advocate, defend a company
against competitors, offer valuable feedback and create positive word of
mouth, amongst other things in order to help a company prosper (Stewart,
2019). This entails that customer loyalty is a goal every company should strive
for since it enables the company to prosper both from an economical point of
view as well as a reputational view, build communities and evolve (Stewart,

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2019). Should a company not have loyal customers, then none of the
aforementioned outcomes would be as achievable (Stewart, 2019).

The reason for the importance of CSR is that CSR allows companies to create
a platform where retaining and attracting customers becomes transparent and
simple. Additionally, it aids current and potential customers to view a
company as a positive force within society, resulting in improved business
opportunities (Heyward, 2020). This indicates that the consumers' awareness
of responsible business conduct is important for businesses worldwide to
notice and meet these terms in order to prevail. Further, a study made by Huang
et al. (2017) showed that CSR has a positive cause and effect relationship with
companies, which further had a relation to long-term loyalty. This finding from
Huang et al., (2017) is shared amongst other studies. As an additional example
of the importance of CSR, an American study conducted by Cone
Communications showed that 60% of respondents hoped that businesses drive
social and environmental change even if it is not regulated by the government,
90% of the consumers said that they would purchase from a company that
actively cared about an issue that the consumer cared about, and 75% said that
they would refuse to purchase from a company they learnt actively cared about
an issue contrary to their personal beliefs (Schooley, 2021).

Moreover, it is important to be transparent with one’s CSR activities and not

utilize CSR as merely a tool to increase profits. This can backfire since
companies can claim that they are contributing to a more sustainable world by
stating that their products have become 100% recyclable, raising the prices of
their products allowing the company to increase their profits while appearing
to comply with the CSR activities, at the cost of the customers (Chadwick,
2016). This connects to the rise of accusations that have risen in the past years
about companies only utilizing CSR as a tool to create a better image and
increase profits (Iglesias et al., 2018). Therefore, it is of essence that
companies concentrate on building and maintaining customer loyalty and
behave as honest and transparent as possible with their endeavors in order to
maintain a successful CSR strategy (Martínez & Rodríguez del Bosque, 2013).

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As mentioned earlier, the majority of studies conducted on CSR and its effect
on customer loyalty stems from research conducted on the factors of customer
trust and satisfaction. The authors of this thesis are therefore intrigued to
conduct a study on the effect on CSR has only on customer loyalty and not
customer trust and satisfaction. Additionally, apart from a theoretical
viewpoint, CSR is a very important tool from a pragmatic viewpoint as well.
This is due to, as mentioned earlier, customers expecting a company to be a
positive force in society and act sustainably.

1.3 Purpose
The purpose of this paper is to explain the effect of Corporate Social
Responsibility (CSR) on customer loyalty.

2 Theoretical Framework
2.1 Corporate Social Responsibility (CSR)
A business that actively works with Corporate Social Responsibility (CSR),
has a goal to enhance parts of society, the economy or the environment. There
is no documented correct way of doing this, which means that it could be dealt
with and included in the company’s business in multiple ways both internally
and externally. Through the perspective of the customer, CSR can be reflected
through its reputation and this reputation can have different outcomes short
term and long term for businesses. If a company has created an elevated CSR
reputation for themselves short term, this can have a softening effect when the
company faces a case of CSiR (Corporate Social Irresponsibility). If a
company has created an elevated CSR reputation for themselves long term,
this can then trigger a surprising effect of the investors pressing more severe
punishments once a case of CSiR arises (Sun and Huang, 2020). This
reputation, however, only exists if the companies communicate their efforts.

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The modern demographic of CSR incorporated businesses today does not only
expect them to make efforts, but to communicate them as well (Wong and
Dhanesh, 2017).

According to Stobierski (2021), Corporate Social Responsibility is a concept

often divided up into four types of responsibility such as the Environmental,
Ethical, Philanthropic, and the Economical responsibility. These types of
responsibility were created during the shift of businesses around the world
moving from having a sole focus of maximizing profit, to today realizing that
they need to focus on not just the financial parts but on the people and the
planet as well as society (Stobierski, 2021). A business that focuses on
incorporating Social Corporate Responsibility tends to also be able to use it as
an influential marketing tool, since it can position the business positively with
the consumer. Following these incentives internally can provide value to the
customers externally (Stobierski, 2021).

2.1.1 Environmental Responsibility

To begin with, environmental responsibility refers to a company being

as environmentally friendly as they can. This is the most common
approach to take when incorporating CSR and it can often be seen
through the use of the term “environmental stewardship” (Stobierski,
2021). This is done through multiple procedures beginning with
reducing pollution, emissions of greenhouse gas, the consumption of
single-use plastic, the consumption of water as well as communal
waste. Secondly, by increasing support on renewable energy,
sustainable resources, as well as partly or completely recyclable
material. Third and lastly, by annulling negative environmental impact;
for example, through sowing trees, financially endowing research, as
well as bestowing to related causes (Stobierski, 2021). Even if this
responsibility incorporates mostly external efforts for a business, it also
includes internal efforts such as in green capital, more specifically in
green IT capital. Chaung and Huang (2016) continue explaining that a

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 higher effort in environmental CSR directly leads to an increase in
resources of green management actions internally within a business.
Fukuda and Ouchida (2020) add to the discussion by presenting
findings on how promoting CSR undoubtedly increases social welfare,
which creates an engagement with the government to promote this type
of engagement. This opens up an opportunity for emissions causing
companies to, when their emissions reduction cost is minor, increase
reputation as well as profit through engaging in social welfare at the
same time as they are releasing emission.

2.1.2 Ethical Responsibility

Moving on to the ethical responsibility, this focuses on making sure

that the organization is functioning in an ethical etiquette. This
etiquette is to be applied to all stakeholders, including everyone from
customers, suppliers and employees to governance and investors.
Companies can set their own ethical assistance, for example by
providing employees with ethically superior agreements in comparison
to what they legally have to provide. One can in the same manner make
sure that the material, labor and components that together make the
product are produced in accordance with free trade standards and do
not include child labor or enslavement (Stobierski, 2021). According
to Wong and Dhanesh (2017), companies build an ethical brand
identity through communicating their CSR efforts that align with the
company’s values, which in many cases are connected to luxury. This
communication often goes beyond one responsibility when trying to
create perceived ethical responsibility. Instead, companies want to
show their overall CSR efforts as important, impactful, committed and
fitted in accordance with the modern socially and environmentally
conscious demographic. Businesses incorporate and communicate
these CSR efforts so that they align with its values at the same time as

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 conveying the impact of them as arousing emotion over logic (Wong
and Dhanesh, 2017).

2.1.3 Philanthropic Responsibility

Thirdly, philanthropic responsibility refers to actively contributing to

the creation of a better society and a better world. Besides being as
ethical and environmentally friendly as possible, a business's
philanthropic responsibility often includes financially supporting a
charity or nonprofit organization that does or does not have a
connection to the business of the company. Some go the extra length
and create their own charity or nonprofitable organization (Stobierski,
2021). Additionally, philanthropic corporate social responsibility not
only generates customer loyalty, but also other customer behavior
systems (Amsami et al, 2020). This entails that utilizing philanthropic
corporate social responsibility amplifies positive actions from
customers leading to greater profitability which pairs together with the
economic corporate social responsibility (Amsami et al, 2020).
Moreover, McCain et al. (2018) argue that philanthropic responsibility
is the responsibility that carries the most impact, this is due to
environmental, ethical and economic responsibilities being
responsibilities that are “required” to be carried out. This is not the case
with philanthropic responsibility since it is the desire to do good that
only the firms can affect. McCain et al. (2018) therefore argue that
philanthropic responsibility is especially effective to increase customer
loyalty.

2.1.4 Economic Responsibility

Fourth and last of the responsibilities is the economic one. This

includes the business making sure that all of its financial adhesion
vouches for doing good in all of the areas presented above. As stated
in the philanthropic as well, it should not be about profit but rather

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 about a better society and world (Stobierski, 2021). Mittal et al., (2008)
put forward that the economic responsibility and a company’s financial
performance does indeed significantly affect customer loyalty.
However, findings from Salmones et al., (2005) suggest otherwise.
They state that economic responsibility can be disassociated from
environmental, ethical and philanthropic responsibilities since it is not
interpreted as a part of corporate social responsibilities according to
customers (Salmones et al., 2005). McCain et al., (2018) share similar
views on economic responsibility and state in their study that no impact
was discovered between customer loyalty and economic responsibility.
The general consensus shared between researchers is that economic
responsibility does not seem to affect customer loyalty as can be seen
from Kim et al., (2017), Salmones et al., (2005), and McCain et al.,
(2018).

2.2 Customer Loyalty

A customers’ loyalty is described as the loyalty that is directed towards brands
or products. It is considered a feature of individuals, not something that is
grown from brands themselves. In a state of true customer loyalty, the
customer would not change their mind about a company or product even
though the price changes. There are several factors which impact customer
loyalty, however these factors lead up to two consecutive concepts (Gonçalves
& Sampaio, 2012). The core concepts of customer loyalty is customer trust
and customer satisfaction, of which each has their individual factors that affect
them (Wetsch, 2008; Russo et al., 2016). However, other findings present that
customer loyalty can originate for other reasons, such as laziness to find
another company or other related reasons. These reasons are often a minority,
and the core concepts are the clearest indications leading up to customer
loyalty (Russo et al., 2016). The actual supply of the products and the quality
or social status that the consumers receive is shown to result in a significant

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relationship on what creates loyalty. It can increase loyalty since it can enhance
a certain lifestyle or status, since once it is incorporated into one’s life, it is
often desired to have the status maintained (Managementstudyguide.com,
n.d.). This is supported by Wu (2017) as they state that quality plays a rather
large role leading up to customer loyalty, which in turn gives organizational
advantage.

In the present society, loyalty can be partly used as a business strategy by

providing loyalty programs to consumers. Loyalty programs incentivize the
customer to return to their stores or businesses by offering discounts or
bonuses by being loyal. In return the business attains positive consumers that
is an interactive part of various channels, feedback providers and repeated
purchasing (Oracle, 2021).

Blakney Eveland et al. (2018) present findings on how a company that

incorporates CSR efforts needs to make sure that they are aligned with the
values they share with their customer base. Today, it is not solely important
that one is engaged in CSR but also in what way and to what extent. They
continue on by stating that shared values between the company and its
customers can be more essential than trust, when creating relationships to the
customers. This entails that when a customer perceives a business’ values as
not aligning with their own, the customer is often less willing to engage with
that business, and vice versa when the values are aligning (Blakney et al.,
2018).

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3 Conceptual Framework
3.1 Hypotheses
3.1.1 Environmental Responsibility

Li et al. (2021) present that in order for a business’ sustainable

performance to enhance, there needs to be increased actual
environmental habits. Hence, in order to fulfill CSR efforts in regards
to consumers and the planet, the production process as well as the
product itself needs to both be environmentally friendly. They continue
by presenting that this cannot be applicable to the, for example,
philanthropic aspect, which points to the fact that every area of CSR
needs to be augmented individually through adapted habits. Achi et al.
(2021) contribute to the subject by looking at green process innovation,
meaning the process of which companies incorporate new or modified
production equipment as well as methods and procedures that
minimize the environmental burden, and the essence of its role in the
relationship between CSR and business performance. They also
present that this relationship is affected by the internal environmental
volatility of the company, which can weaken said relationship (Achi et
al., 2021). In order to acquire the business goal(s) a company has, it
needs to maintain the number of customers. Today, this means taking
the variety and quality of these different environmental approaches
into consideration so that customer loyalty is preserved (Park and Kim,
2018). Osakwe and Yusuf (2020) continue on this path by stating that
businesses need to build knowledgeable efforts in order to create and
prompt loyalty among customers, since it is the effect of the CSR effort
that should be of interest.

H1: Environmental responsibility has an effect on customer loyalty.

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3.1.2 Ethical Responsibility
Li et al. (2021) present findings that support the fact that in efforts of
ethical responsibility, one could, for example when focusing on
employees, create activities that enhance environmental practices,
skills, and experiential learning. This could increase environmental
performance which can lead to enhancing the core objective fulfillment
of the business. El-Kassar et al. (2021) continue on the path by
explaining that employees feel more as a part of the organization when
the management puts in efforts within both corporate ethics and
community terms and areas in need for improvement. They add that
this, in turn, has a great effect on employee performance which in its
turn directly affects potential customer experience. El-Kassar et al.
(2021) continue by stating how important it is to incorporate ethics
internally since CSR activities can positively affect Organizational
Citizenship Behavior (OCB) and how this is crucial for businesses
wanting a flourishing future. Additionally, they present that a company
needs to establish the integration of the ethical CSR aspect to both
internal and external parties, since this is needed on today’s market in
order for a company to achieve sustainable competitiveness (El-Kassar
et al., 2021). This is where the findings of this thesis will contribute
with an insight into the importance of companies' internal CSR efforts
to external parties. Specifically, if a company is to achieve and
maintain customer loyalty. Hamid et al. (2021) present findings on
ethical corporate social responsibility (ECSR) having a direct
connection to increased customer loyalty. They continue by stating that
a business needs to connect their marketing efforts with their ECSR
efforts in order to gain a competitive advantage as well as customer
loyalty on the market.

H2: Ethical responsibility has an effect on customer loyalty.

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3.1.3 Philanthropic Responsibility

Li et al. (2021) state in connection to philanthropic responsibility that

an effort in making products environmentally friendly would be
irrelevant for the purpose. Instead, one needs to focus on sustainable
performance through activities that account for foundations that are
resolution-based or an activity focused on the enhancement of well-
being, for example, since these are relevant objectives for increasing
market shares, sales, or profitability through the philanthropic
perspective of CSR. Continuing, Randrianasolo and Semenov (2021)
bring up findings that present an existing relationship between
National Philanthropic Environment (NPE) and CSR, which means
that there are external factors in communities that can affect and
possibly put pressure on enhancing a company’s CSR efforts. A further
argument stated by Tsui-Hsu Tsai et al. (2014) says that there is an
independence between consumers and companies or ideel
organizations. Purely by attempting to attain awareness through CSR
activities, such as promoting philanthropic goals, sales increases and
the attraction of consumers may follow. This can be seen in a study
conducted by Akbari et al. (2019), that CSR proved to have a positive
relationship with customer loyalty. When customers become attracted
to a business and are satisfied with what is offered, customer loyalty is
established. Observations made by Tsui-Hsu Tsai et al. (2014) on this
argument have seen negative results however, as companies have
attempted the task with the perspective of environmental disaster
prevention. This form of exposure has led to a decrease in sales and
customer attraction as it has affected the resonance within the customer
poorly (Tsui-Hsu Tsai et al., 2014). In turn, this makes loyalty
unattainable since one must first experience a company in order to
become a loyal customer (Akbari et al., 2019).

H3: Philanthropic responsibility has an effect on customer loyalty.

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3.1.4 Economic Responsibility

Findings from Kang et al. (2016) suggest that firm performance is

positively affected by CSR investments, this implies that doing good
equals doing well. Gonçalves et al. (2021) support this statement by
implying that firms adopting and engaging in a successful CSR
strategy receive increased earnings. This creates a spillover effect
creating better and larger shareholder value as well. Additionally,
Gonçalves et al. (2021) further put forward that when firms adopt a
CSR strategy, the earnings management becomes more transparent,
leading to far greater ethical behaviors. However, there is evidence of
companies who utilize a CSR strategy that take advantage of the
financial statements during crisis years by cleaning up and decreasing
their accounting numbers to seem as if they are performing much better
in subsequent years. This can, according to Gonçalves et al. (2021),
lead to companies fraudulently leading on stakeholders and society. In
turn, this creates ethical problems where managers hide behind
“sustainable practices” where they justify why the company is
operating at a loss, when its truth is not as notable for investors and
stakeholders. With other words, businesses can set up great
opportunities for themselves when incorporating economic CSR, but
one needs to be cautious with businesses who merely take advantage
of CSR’s positive image while the focus initially lies in covering
financial losses or gains (Gonçalves et al., 2021).

In connection with customer loyalty, utilizing CSR merely for its

positive image in order to boost financial gains will long term affect
the customer loyalty negative (Gonçalves et al., 2021). Additionally,
the general consensus shared between researchers is that economic
responsibility does not impact customer loyalty (Kim et. al., 2017;
Salmones et. al., 2005; McCain et. al., 2018). However, studies such
as Mittal et. al. 2008 argue that there is a connection between economic

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 responsibility and customer loyalty. The authors will therefore keep
economic responsibility since the aim is to explain the effect the
entirety of CSR has on customer loyalty.

H4: Economical responsibility has an effect on customer loyalty.

3.2 Proposed Model

Based on the findings in the literature and articles, the following hypotheses
are built and will be tested in a quantitative method.

Model 1: Research model

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4 Methodology
4.1 Research Approach
The purpose of this thesis is to explain the effect of Corporate Social
Responsibility (CSR) on customer loyalty, which has been possible by
gathering existing theory on all areas of topic. This led the thesis to a deductive
research approach, that was carried out through a quantitative method which
contained hypotheses that were tested in accordance with gathering empirical
data to conduct contributions to the subject area (Bell et al., 2019). The reason
for conducting and testing hypotheses was to accept or reject them, based on
their degree of significance. This was relevant considering the usage of an
already existing theory on the relationship between CSR and customer loyalty.
In order to conduct quantitative research on testing the proposed conceptual
model previously presented, the cross-sectional research design, through
which the data was collected by conducting a questionnaire (Bell et al., 2019).

4.2 Research Design

A research design is a crucial component since it guides the construction of a

data collection method as well as the analysis of the collected data (Bell et al.,
2019). There are five different research designs according to Bell et al., (2019),
every research design is used specifically depending on what the purpose of
the research is.

Since this thesis utilized a questionnaire as a data collection method, a cross-

sectional research design was the preferred research design. Cross-sectional
design is frequently used when a questionnaire is the data collection method
since this enables variation for the variables (Bell et al., 2019). Additionally,
this thesis was interested in what effect CSR has on customer loyalty at a single
point in time, meaning that this thesis collected data at one point in time and
then examined it (Bell et al., 2019). This connects to the purpose of observing

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the variables in this research and not influencing them, since the purpose is to
explain the effect CSR has on customer loyalty. Thus, the relationship between
the variables (Bell et al., 2019).

4.3 Data Collection Method

As the study is quantitative there are two collection methods of choice. It is

either designing a questionnaire or conducting structured interviews (Bell et
al., 2019).

The authors of the paper decided that the method of a questionnaire would be
the most efficient way to collect data, since the purpose of the study is to
research the relationship between five variables, four independent and one
dependent. It was also decided upon that a self-completion questionnaire
would be the most appropriate, since this approach allows for the responses to
be completely unaffected with other opinions that may influence the data itself.
The questionnaire was posted on Facebook and LinkedIn and was answered
on Google Forms. According to Bell et al. (2019) a questionnaire allows for
efficient collection of data, but also the comfortability for the participants to
be able to respond when they have spare time, so it does not become forced
upon them in comparison to what an interview could be. The questionnaire
must be clearly designed and to the point in order to not leave any form of
confusion from the participant. This is a must since the participants are not
able to get any guidance or ask questions from the senders when executing the
questionnaire because they will be on their own while participating (Bell et al.,
2019). Further, a pre-test was conducted in order to relieve the finalized
questionnaire from any mistakes or limitations. The most challenging task of
collecting data through a questionnaire is to retrieve a sufficient number of
respondents, which will implicate a substantial amount of time allocation to
this issue in order to fulfill an approximately desired amount by the authors.

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 4.3.1 Operationalization

An operationalization was conducted in order to clarify the theory into

the questions formed for the questionnaire. The clarification inquired
dividing the theory into “concepts”, “subconcepts” and items. This
approach enhanced the structure of the operationalization and the
formation of questions as a whole. The concepts used in the table are
connected to the theoretical framework. The authors used six sub-
concepts and eighteen items. The items was created as a groundwork
to generate questions to the questionnaire, which can be seen on the
right side of the table. The main goal of this research is to explain the
effect of corporate social responsibility on customer loyalty.

4.3.2 Operationalization Table

Theoretical Item Measurement Indicator Description Measure on the

concept Number questionnaire

Environmental Env_res1 7-point Likert Gas Reducing pollution, “I think it is important

responsibility Scale emissions emissions of for the company to
(IV) greenhouse gas, the reduce any polluting
consumption of emissions that they are
single-use plastic, the able to”
consumption of water
as well as communal
waste (Stobierski,
2021).

Env_res2 7-point Likert Increasing Increasing support on “I think it is important

Scale support renewable energy, that the company uses
sustainable resources, sustainable resources”
as well as partly or
completely recyclable
material (Stobierski,
2021).

Env_res3 7-point Likert Increasing Increasing support on “I do not think it is

Scale support renewable energy, important that the
sustainable resources, company uses
as well as partly or recyclable material”
completely recyclable

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 material (Stobierski,
2021).

Env_res4 7-point Likert Negative Preventing negative “I think that the

Scale environmenta environmental impact; company should
l impact for example, through prevent
sowing trees, negative external
financially endowing environmental impact”
research, as well as
bestowing to related
causes (Stobierski,
2021)

Env_res5 7-point Likert Honest This opens up an “I think it is important

Scale communicati opportunity for that the company is
on emissions causing honest in its
companies to, when communication
their emissions regarding its emissions”
reduction cost is
minor, increase
reputation as well as
profit through
engaging in social
welfare at the same
time as they are
releasing emission
(Fukuda and Ouchida,
2020).

Ethical Eth_res1 7-point Likert Material Companies should use “I think it is important
Responsibility Scale products that are in that all products are
(IV) accordance with free produced with free
trade standards trade standards”
(Stobierski, 2021)

Eth_res2 7-point Likert Workplaces Companies should not “I think it is important

Scale include child labour or that the
enslavement company prevents
(Stobierski, 2021) child labour through all
stages of its production
process”

Eth_res3 7-point Likert Workplaces Companies should not “I do not think it is

Scale include child labour or important that the

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 enslavement company prevents
(Stobierski, 2021) enslavement of
employees through all
stages of its production
process”

Eth_res4 7-point Likert Ethical Good ethical work “I think that the
Scale assistance experience for company should go the
employees (Stobierski, extra mile for it’s
2021) employees”

Eth_res5 7-point Likert Arousing Businesses incorporate “I notice the company’s

Scale emotion over and communicate CSR efforts better if
logic these CSR efforts so they communicate them
that they align with its through evoking
values at the same emotion instead of
time as conveying the logic”
impact of them as
arousing emotion over
logic (Wong and
Dhanesh, 2017).

Philanthropic Phil_res1 7-point Likert Creation of a Philanthropic “I do not believe that

Responsibility Scale better society responsibility refers to the company should
(IV) actively contributing contribute to a better
to the creation of a world”
better society and a
better world
(Stobierski, 2021).

Phil_res2 7-point Likert Financially Often includes “I believe that the

Scale supporting a financially supporting company should
charity a charity or nonprofit financially support non-
organization that does profit organizations”
or does not have a
connection to the
business of the
company (Stobierski,
2021).

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 Phil_res3 7-point Likert Charity Some companies go “I think that the
Scale creation the extra length and company should have
create their own their own charitable
charity or organization”
nonprofitable
organization
(Stobierski, 2021).

Phil_res4 7-point Likert Contribution Firms that utilize “I view a company that
Scale to better philanthropic contributes to a better
society responsibility are society as ethical”
viewed as good and
ethical firms, which in
turn generates more
customer loyalty
(Amsami et al., 2020)

Phil_res5 7-point Likert Go beyond Philanthropic “I think better of the

Scale what is responsibility goes company if it extends
required. beyond doing what is its social efforts
“required” since it beyond what is
refers to a desire to do required”
good (McCain et al.,
2018)

Economic Econ_res 7-point Likert Charitable Companies should use “I believe that the
Resposibility 1 Scale events some of their profits company should
(IV) for charitable events to allocate a part of their
elevate the perception profit to charitable
customers have. events”
(Gonçalves et al.,
2021)

Econ_res 7-point Likert Donations to Donate money to “It is not important for
2 Scale create a better make the world a me that the company
world better place. contributes financially
(Gonçalves et al., to a better world”
2021)

CSR (IV) CSR_res1 7-point Likert Prioritization The main point of “I think it is important
Scale CSR in connection to that the company
the relationship to the prioritize CSR efforts”
customers, is that most
employees and
customers on today’s
market actively

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 choose to work for
and spend their
earnings on businesses
that prioritize CSR
(Schooley, 2021)

CSR_res2 7-point Likert Communicati The modern “I think it is important

Scale on demographic of CSR that the company
incorporated communicates its CSR
businesses today does efforts”
not only expect them
to be it, but to
communicate it
(Wong and Dhanesh,
2017)

Loyalty (DV) Loy_res1 7-point Likert Laziness Customer loyalty can “I would rather stay
Scale originate for other with the company I
reasons, such as already purchase from,
laziness to find than to seek out other
another company or options, if I can”
other related reasons
(Russo et al. 2016).

Loy_res2 7-point Likert Change in In a state of true “I would change my

Scale price customer loyalty, the perception of a product
customer would not if the price of it
change their mind changes”
about a company or
product even though
the price changes
(Gonçalves &
Sampaio, 2012).

Loy_res3 7-point Likert Supply The actual supply of “The supply of a

Scale products is shown to product does not affect
result in the my loyalty to the
relationship that company”
creates loyalty
(Managementstudygui
de.com, n.d.).

Loy_res4 7-point Likert Quality The actual quality of a “I think that good
Scale product is shown to quality of products
result in the increases my loyalty of
relationship that the company”
creates loyalty

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 (Managementstudygui
de.com, n.d.).

Loy_res5 7-point Likert Social status The social status one “I believe that if a
Scale receives of a product product provides me
is shown to result in with increased social
the relationship that status my loyalty to the
creates loyalty company increases”
(Managementstudygui
de.com, n.d.).

Loy_res6 7-point Likert Loyalty Loyalty programs “I would return to the

Scale programs incentivise the company’s store if they
customer to return to reward me for being
their stores or loyal (i.e discounts,
businesses by offering bonuses etc)”
discounts or bonuses
by being loyal
(Oracle, 2021).

Loy_res7 7-point Likert Repurchasing In return the business “I am willing to

Scale attains positive repurchase from the
consumers that is an company”
interactive part of
various channels,
feedback providers
and repeated
purchasing (Oracle,
2021).

Loy_res8 7-point Likert Shared values A company that “The company’s values,
Scale incorporates CSR shown through their
efforts needs to make CSR efforts, align with
sure that they are my values”
aligned with the
values they share with
their customer base
(Blakney Eveland et
al., 2018).

Table 1: Operationalization table

4.3.3 Implementation of Questionnaire

The chosen data collection method of this research was a questionnaire.

In order to collect respondents for the study, the questionnaire was

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shared in various Facebook groups, on the author's personal Facebook
pages, in several group chats and discord channels. Facebook was
chosen since every author has access and a wide range of connections
through the network. The questionnaire was written in English
language, as it was shared in international groups and chats. This also
allows for a wider range of participants to completely understand the
contents of it.

As the contents of the questionnaire regarded CSR and Customer

Loyalty, the authors needed to attain in-depth knowledge to form
questions that would reflect theoretical accuracy. The aim for this is to
lay a foundation to collect data that provides reliability and validity, as
the answers would not be flawed due to a misunderstanding of either
the questions or the purpose of the study itself (Bell et al., 2019). A
short but precise introduction of these topics were presented at the start
of the questionnaire, in case the participants would not be familiar with
the concepts. After the introduction the participants are asked to write,
but also keep a company that they are loyal to in mind when responding
to the questions throughout the questionnaire. The initial questions
regarded background variables, such as age, gender, income and
occupation, in order to be able to profile the participant to some extent.
This provides a clearer overview of segments' opinions on the concepts
and will enable a more nuanced analysis of the data (Bell et al., 2019).
Further, the entire questionnaire in exception of the background
variables applied a 7-points likert-scale, whereas the directions of the
answers were either strongly disagree, or strongly agree, and the
participants could choose anywhere that they would see fit between. In
this context, the lowest score (1) was the strongest score in regard to
disagreement, and the highest score (7) was the strongest of agreeing.
The reason for choosing a 7-point likert scale rather than a 5-point
scale, is because the 7-point scale has been proven to provide more
accurate results (Finstad, nd).

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 It is vital for the participants to remain focused throughout the
questionnaire, and therefore it was divided into three sections, to keep
the respondent active. If the respondents focus would lack in the final
section of the questions, that could impact what data is produced and
damage the later findings. The first sections were the background
variables, to profile the respondent. Background variables were
included as it could enhance the level of nuance the analysis provides.
It can give some explanation as to what kind of participants believe in
certain matters. The second and third section were divided up with
CSR and customer loyalty, with short introductions to both concepts.
This was done in order to keep the respondent alert and focused on
what the purpose of the questionnaire was.

The questionnaire as a whole was designed as simplified as possible to

make it as understandable as possible, so that nothing would be
confusing for the participants (Bell et al., 2019). This was discussed
and impacted the way the questions were formed.

4.3.4 Pre-Test

To avoid simple or any type of mistakes in the questionnaire, a pre-test

was conducted. It is done before the finalized questionnaire is sent out
to the public. These errors could be certain confusions in the text,
wrongful spelling or a failure to communicate the purpose of the
questionnaire. These types of errors could inflict damage to the
reliability of the study and by that cause skewness to the results (Bell
et al., 2019).

It was decided by the authors to collect 15 participants for the pre-test.

The participants of the pretest were in a range of age from 18- 62 as
the authors needed to comprehend if people of all ages understood the
content of the questionnaire. This ensured that there would be no
surprises in regards to certain errors that would make the data unusable.

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 The participants of the questionnaire were collected through
convenience sampling, such as family and friends. The participants
were informed beforehand to look for any type of confusions or errors
in the questions or information paragraph. The pre test provided the
authors with some valuable points that were corrected.

The changes made were done in the introduction to the questionnaire

itself, a clearer explanation of customer loyalty and the concept of CSR
was desired from a majority of the participants. Additionally, smaller
changes in certain questions were altered as they were perceived
differently by the participants.

4.4 Sampling
4.4.1 Data Collection

Since a majority of the previously presented theoretical framework

presses on the urgent matter of companies focusing on CSR, Wickert
(2021) states that conducting research on the topic today should focus
on how companies work with it in society and not alongside it.

Bell et al. (2019) explains that in order for there to be data to gather so
that the research can be conducted, one needs to set a sample. The
sampling method used was non-probability sampling since this
entailed that the population and respondents were not chosen out of
mere randomization, but instead with some kind of relevance in
connection to the authors (Bell et al., 2019). With the help of a non-
probability sample, one can to a certain degree determine where the
sample purposely originates from. It is also less expensive as well as a
more accessible choice. Within non-probability sampling there are
multiple methods of sampling to choose from. This thesis used
convenience sampling, which refers to the fact that the chosen sample
of respondents were the ones accessible to the researchers (Bell et al.,

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 2019). The mentioned convenience plays out in this context through
the usage of the social media platform Facebook, since this was how
the researchers gathered respondents for the questionnaire. Through
posting the questionnaire on each of the researchers’ profiles, the
convenience sample took form as friends, family, and acquaintances of
the researchers. The convenience sampling led to a second form of
sampling method, snowball sampling. Friends and family wanted to
help the researchers and did so by liking, commenting and sharing the
questionnaire which creates a snowballing effect of events on their
friends’ feeds as well (Bell et al., 2019).

In addition to reaching out to friends and family on Facebook, specific

groups designated for sharing questionnaires on Facebook were also
used as well as communities on the chatting platform Discord, in order
to gather the convenience sample. One of the groups, or forums, on
Facebook was international and consisted of members from different
nationalities and heritages.

4.4.2 Sample Selection

When it comes to the size of the sample it is generally considered to be

a good thing with as large of a sample size as one can provide, since
this strengthens the reliability of the sample as well as it allows room
for errors. However, a “rule of thumb” is set out to having 30 cases for
each variable, meanwhile those same 30 cases could be used for every
variable and that would end up being a small sample (Cohen et al.,
2007). They continue on stating that a sample suitable for a
questionnaire should be large and not less than 100 cases, at the same
time as stating that time and cost are two factors that need to be taken
into consideration when setting a sample size. Due to this thesis
looking at five variables (four independent variables and one
dependent), a combination of the recommendations above was created.

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 The sample had a minimum of 150 respondents, since this was above
100 and could also present 30 respondents per variable, with each
group of 30 referring to individual variables (Cohen et al., 2019).

The questionnaire ended up providing the thesis with 156 respondents,

154 of them considered to be reliable since they all stated, at the
beginning of the questionnaire, a company that they were loyal towards
which they continued to reflect their answers upon throughout the
questionnaire. The two responses were removed due to them providing
incomplete answers, which would have affected the data inaccurately
if included. The authors of the thesis decided that enough data had been
collected after the goal of 150 reliable respondents had been achieved.

4.5 Data Analysis

Reliability is essential in data analysis and therefore one must select the most
accurate test for the data to be valid for the research. In order for the data to be
kindred with the desired test, it should be pre-decided what sort of test will be
applied to the research before the actual data is gathered (Bell et al., 2019;
Calzon, 2022). In many cases, it is of assistance to form the questionnaire
based on the foundation and outcome that the test provides. As the data is
collected, measurement and analysis of the data is done. Ergo, data analysis is
the process of where data becomes nuanced knowledge. For the data to provide
knowledge one must analyze the numbers through various tests to make sense
of it (Bell et al., 2019). A statistical tool for measuring and analyzing data is
IBM SPSS statistics, which can detect relationships and correlations in the
data, such that cannot be predicted. The data must be carefully handled in a
sense that does not leave room for error in the numbers. In this way the
consistency of the accuracy of the data outcome maintains upright (Calzon,
2022).

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After the data was collected and put into IBM SPSS statistics, a debug of the
data was done in order to prevent any flawed numbers that would give
inaccurate results. It was found that two responses were inaccurately filled out
in the background variables. This led to a removal of the whole dataset for
those persons as it could skew the overall data result. Furthermore, question
items that were stated in a negative manner were re-coded in IBM SPSS
statistics, inverting the values of the answers so that the data remains correct
and accurate throughout. Ergo, that the answers that were “1” (the lowest)
were re-coded into “7”, that were the highest value.

4.5.1 Descriptive Statistics

Descriptive statistics provides a summary of the characteristics of a

given data set, which in turn, can be used in order to either represent a
sample of a population, or the entire population (Hayes, 2022). This is
done by researchers in order to remodel difficult quantitative
observations into graspable and understandable
descriptions. Descriptive statistics is divided into two categories of
measure, central tendency and measures of variability. The former
refers to the mean, mode and median of the summarized data while the
latter refers to the standard deviation, variation, minimum and
maximum variable, kurtosis and skewness (Hayes, 2022).

As stated in the paragraph above, central tendency aids the researcher

into finding the mean; the middle of the data set, the mode; the most
frequent value and the median; the middle number in a data set
(Bhandari, 2022). The three different measures should preferably be
used in combination since that enables the strengths and weaknesses of
the measures to interplay and to be complimented by each other.
However, that depends on if one’s data sets allows for the combination
of all three (Bhandari, 2022). Moreover, the mean can be used on
interval and ratio levels while the median can be used on ordinal,

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 interval as well as ratio levels. The third measure, mode, can be used
for any level of measurement, however, it is of most significance on
nominal and ordinal levels (Bhandari, 2022).

While the central tendency may give the researcher the average of the
data set, it will not characterize how the data is distributed in the data
set. This is where measures of variability come into play (Hayes, 2022).
Measures of variability essentially help the researcher find how spread
out the values are. The focal point of the measures of variability is the
standard deviation. Standard deviation essentially characterizes the
average amount of variability in one's data set, the larger the standard
deviation is, the more variable the dataset becomes (Bhandari, 2022).

Skewness and kurtosis aid the researcher into gathering insight on the
shape of the distribution within a data set (McNeese, 2008). Skewness
measures the symmetry of the mean within a distribution. This
measure, according to McNeese (2008), should be between +3 and -3.
If the mean within the data set is completely symmetrical, the value of
the measure is 0 (McNeese, 2008). Skewness essentially describes how
far off the collected data is from the mean, and measures the extremes
(tails) of the data set (Chen, 2021). Should the skewness be positive, it
will lean to the right, and should the skewness be negative, it will lean
towards the left (Chen, 2021). Further, Kurtosis measures the extreme
values within the tails (Kenton, 2021). It can be defined as the
combined weight of the distribution's tails compared to the mean of the
distribution (Kenton, 2021). The value of kurtosis is acceptable
between +10 and -10 (Kenton, 2021).

4.5.2 Correlation and Regression Analysis

The general approach for investigating a relationship between

variables are correlational and regression according to Bewick et al.

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(2003). The former quantifies the strength of a linear relationship
between one or more variables while the latter refers to how the
dependent variable changes if the independent variable changes, or if
changes in one variable can activate changes in other variables. It
essentially entails that an outcome is dependent on either a single
variable or multiple variables (Calvello, 2020).

The main intention for correlational analysis is to find either an

association or lack of association between two variables. If there is a
correlation between two variables, the researcher can measure the
strength that the association includes (Calvello, 2020). Furthermore,
in order to measure how strong the correlation between two variables
are, one utilizes correlation coefficients. Statistically, the values range
between -1 and 1. Should the number be >1 or >-1 there is an error in
the measurement (Fernando, 2021). Additionally, a perfect positive
correlation is 1 while a perfect negative correlation is -1. Should there
be no relationship between two variables the correlation coefficient
will be 0. Moreover, the most common correlation coefficient is the
Pearson correlation (r) (Fernando, 2021).

As stated previously, regression is how a dependent variable is affected

by independent variables (Calvello, 2020). The regression analysis
essentially puts forward both the relationship between variables and
evaluates predictors. If there are two or more variables in question, a
multiple regression analysis is conducted. This is due to the fact that
the multiple regression analysis examines the value of the dependent
variable based on two or more variables (Calvello, 2020). Since this
paper possesses one dependent variable and four independent
variables, a multiple regression analysis was conducted. Further, r-
square (R²) represents the variance for a dependent variable that is
explained by one or more independent variables (Fernando, 2021).
What R² essentially communicates is to what extent the dependent

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 variable is explained by the independent variable. To clarify, suppose
R² is .75 then 75% of the movement in the dependent variable is
explained by the independent variable(s), establishing a cause-and-
effect relationship (Fernando, 2021). Additionally, Hair et al. (2011)
states that an R² value between 0,5 and 0,75 is strong, between 0,25
and 0,5 is weak. However, in social sciences an R² between 0,10 and
0,25 is acceptable since people perceive different questions and factors
differently, and therefore a lower R² can be considered as acceptable
(Hair et al, 2011). Since multiple regression analysis was applied to
this paper, the authors implemented Adjusted R². Since there are
multiple independent variables, a regular R² will add the sum of every
independent variable’s R² into one single R². Incorporating adjusted R²
will present individual R²’s for every independent variable (Fernando,
2021). This aids the researcher in finding what variables will contribute
to the research and which variables will not (Fernando, 2021).

4.6 Research Quality

According to Bell et al. (2019), in all research, validity and reliability is
important for the studys’ integrity and by that to achieve findings of better
quality. Validity is explained as, if the measurement of the research actually
measures what it is set out to. Reliability is the measurement consistency, that
the outcome of the study should be the same unaffected by the number of times
it is tested. These factors of quality do not merely reflect on the data or how it
is gathered and carried out, but it represents the quality and integrity of the
research altogether. The decisions made throughout the paper and the process
of the research is sought to be argued for in depth (Bell et al., 2019).

4.6.1 Reliability

As stated previously, reliability implies the consistency of the measure.

Meaning that if one would test a study a number of times, the outcome

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 should be the same (Bell et al., 2019). Within reliability, there are three
essential components involved when deeming a measure as reliable
(Bell et al., 2019).

The first one, stability, refers to testing the stability of the measure over
time. This creates a confidence level that assures that the measure for
a specific sample does not oscillate. This implies that if the researchers
apply the measure to a sample and eventually later on reapply the same
measure to the same sample the results should stay the same (Bell et
al., 2019). The second component, internal reliability, refers to the
relationship between indicators and other similar indicators to detect if
there are any inconsistencies or dissimilarities. Inconsistencies and
dissimilarities should not be present (Bell et al., 2019). Additionally,
Cronbach’s alpha is frequently used to test the internal reliability. The
Cronbach’s alpha is a number between 1 (perfect internal reliability)
and 0 (no internal reliability). 0,8 is commonly used within research as
the acceptable level of internal reliability (Bell et al., 2019). The last
component, inter-rater reliability, refers to a lack of consistency within
recorded observations. This implies that recorded observations or
translation of data has subjective judgements involved leading to
inaccurate results (Bell et al., 2019).

4.6.2 Validity

Validity according to Bell et al., (2019) regards to whether or not the

research legitimately measures the concept that is researched or is
intended to research. Additionally, validity involves three essential
components to deem the research as valid (Bell et al., 2019).

The first component, construct validity, evaluates if the research

genuinely measures what it is supposed to measure (Bell et al., 2019).
Construct validity essentially assesses if the operationalization really

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performs what it is expected to do, and how the use of theory can aid
in having the correct indicators and measurements for the task.
Additionally, construct validity establishes a relationship between
statistical instruments and data sets with the help of theory to land in a
correct measure (Bell et al., 2019). To test the validity of this paper, a
correlational test was carried out to test the relationship between the
different independent variables.

The second component, content validity refers to how a measure

represents all aspects of a construct (Salkind, 2012). To produce valid
results, the contents of a questionnaire for example, ought to cover all
relevant aspects of the construct it is aimed to measure. Should the
relevant aspects of a construct not be covered completely within the
theory chapter and empirical data, the study cannot be validated
(Salkind, 2012). Bell et al., (2019) put forward that it is of essence that
the respondents understand the construct in order to answer the
questions in a valid manner. Lastly, Bell et al., (2019) states that a pre-
test is required in order to keep the validation at a high level since this
will enable the researchers to change certain questions to achieve more
refined information.

The third component, criterion validity evaluates how a measure will

agree with a similar measure from a different test (Middleton, 2019).
Criterion validity is termed as the “gold standard” measurement since
having high criterion validity implies that the measurements within
one's research are extremely valid (Middleton, 2019).

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4.7 Ethical and Societal Issues
4.7.1 Ethical Issues

According to Bhandari (2021) one must conduct their data and research
in accordance with a code of conduct that will take part in forming
one's research designs and formalities. Since this type of research
includes gathering information on real life experiences, thoughts and
views, one needs to take into consideration some main ethical factors.
These main factors take form in protecting the rights of respondents,
adding to the validity of the research, and in maintaining scientific
integrity. Meanwhile pursuing one’s research purpose to its full
potential it is always important to rule out permanent or excessive harm
to respondents. There are numerous specific ethical issues one needs
to consider throughout the research. These issues can additionally
overlap with each other (Bhandari, 2021).

Bhandari (2021) presents that the first issue lies in voluntary

participation, which one can maintain through making sure that the
participants can opt in and out of the study whenever they feel like it.
This was possible through the questionnaire of this thesis being online
which made it possible for the respondent to close the browser viewing
the questionnaire at any given point. The second issue forms as
informed consent, meaning that the respondents know the purpose,
hazard, advantages, and endowment of the study before they accept or
refuse to take part of it. This was taken into consideration through
providing an informational text, containing the background of the
study and thesis as well as statements on what the data will be used for,
in the very beginning of the questionnaire. The third issue is
anonymity, referring to the fact that all respondents need to remain
anonymous (Bhandari, 2021). This was made sure by the questionnaire
not asking for names or such, that could identify respondents. Fourth
issue entails confidentiality which means to keep information on
respondents confidential and hidden from others outside of the

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 research. This was taken care of by making sure that the respondents
felt safe in knowing that the data gathered was only used for the
purpose of this paper, and stating it at the beginning of the
questionnaire. The fifth issue of potential for harm includes making
sure that all physical, psychological, social, as well as any other form
of harm is prevented. This was made sure through formulating the
questionnaire in an neutral and non-judgemental manner with a focus
on the company’s CSR actions and not the consumer’s. The sixth and
last issue is communication of the results, meaning that the research
needs to be free of plagiarism and research malfeasance together with
correctly presenting the results of the study (Bhandari, 2021). This was
done accordingly due to the researchers being accurate in their research
meanwhile staying objective and honest in regard to the research
process and its results.

4.7.2 Societal Issues

Holland and Albrecht (2013) have presented that there is an increase

in researchers connecting their work to not only business in practice,
but to society as well. This increase has meant enhanced and
encouraged development of applying findings in research to create a
better society. This includes having an external point of view of the
research, looking at factors that could impact society and the people of
it as well as making sure to prevent them to occuring (Holland and
Albrecht, 2013).

A possible societal impact of the research of this thesis could be the

event of a company reading potential findings that reflect the level of
necessity to communicate CSR efforts, leading them to increase their
communication even though their actual efforts stay the same. With
other words a potential risk for moving into the area of greenwashing.
Another societal issue could be the one of a majority of the sample
consisting of Swedish respondents. Due to family and friends of the

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 researchers being mostly Swedish on Facebook, the results could be
seen to only be applicable to Sweden. An attempt to neutralize this
factor was done by sharing the questionnaire in the forum with
members from different nationalities and heritages.

A possible positive societal effect of the findings of this thesis being

used could be that businesses recognize CSR efforts of the
philanthropic kind as a main lead towards customer loyalty which both
intentionally (with the focus kept on making an effort) and non-
intentionally (with the focus kept in creating customer loyalty) result
in their being an increase in societal efforts around the world. This
would positively affect the people of those potential societies.

5 Results
5.1 Demographics
As stated in chapter 4.3.3 Implementation of Questionnaire in order to identify
and profile the respondents after what they state in the questionnaire, it began
with four questions that were based on the background of the respondent. The
questions reflected age, gender, occupation and income. Amongst those four
questions, the responses that stood out were the ones of age where 57,9% were
between the ages of 22-25 years old. In regard to gender, there was an almost
equal distribution between male and female. 65,8% of the respondents were
students and 30,9% employed, which could be connected to the large number
of respondents stating that they had an income of around SEK 10-11 000 since
this is common for a Swedish student. The number of people stating that they
had an income of 20-32 000 could be consistent with the 30,9% employed
respondents.

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 5.2 Descriptive Statistics

The released questionnaire was created with a 1-7 Likert scale, where 1 =
strongly disagree and 7 = strongly agree. The answers collected were then
managed in SPSS in order to carry out a statistical test. This statistical test
summarized the mean, median, mode, standard deviation, skewness and
kurtosis of all variables in order to observe the tendency (Hayes, 2022,
Bhandari, 2022). As stated in chapter 4.5.1 Descriptive statistics, in order to
measure the central tendency, one should observe the mean, mode and median
(Hayes, 2022).

In this paper, the largest mean observed was eth_res3 which was 6,7697 and
the lowest was Loy_3 which was 3,9205. The means generally share similar
values where 5-6 are the most common. Further, the largest median observed
was 7 and the lowest was 4. The median also generally shared similar values
between 5-6. Moreover, the largest mode that was observed was 7, and the
lowest observed mode value was 2. Here, 7 and 6 were the most observed
values. Lastly, the standard deviation was observed in order to inspect the
variability of the data set (Bhandari, 2022). Here, the standard deviation had a
range between 1,86472 and 0,72.

The skewness and kurtosis values were observed from the data set in order to
inspect how skewed the data set was from the mean (McNeese, 2008, Chen,
2021, Kenton 2021). The largest value of the skewness was Loy_3 which was
0,079 and the lowest observed value was Eth_res2 which was -3,334. The
largest value of kurtosis was observed as Eth_res2 which was 12,01 and the
lowest observed value was Loy_3 which was −1,107.

Item Mean Median Mode Std. Dev. Skewness Kurtosis

Env_res1 5,96 6,00 7 1,150 -1,563 3,169

Env_res2 5,84 6,00 7 1,169 -1,201 1,900

Env_res3 5,0789 6 7 1,86472 −0,837 -,438

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Env_res4 5,99 6 6 1,083 −1,922 5,784

Env_res5 5,97 6 7 1,219 −1,503 2,524

Eth_res1 5,46 6 5 1,371 −0,956 0,99

Eth_res2 6,73 7 7 0,72 −3,334 12,01

Eth_res3 6,7697 7 7 0,49461 −2,087 3,637

Eth_res4 5,79 6 6 1,143 −0,872 0,476

Eth_res5 4,91 5 6 1,548 −0,615 −0,221

Phil_res1 5,7566 6 7 1,68749 −1,395 0,894

Phil_res2 5,14 5 6 1,467 −0,867 0,47

Phil_res3 4,64 5 4 1,533 −0,412 −0,179

Phil_res4 5,48 6 6 1,269 −0,755 0,402

Phil_res5 5,57 6 6 1,264 −1,003 1,086

Econ_res1 5,13 5 5 1,43 −0,912 0,979

Econ_res2 6,0724 6 6 0,73783 −0,216 −0,825

CSR_res1 5,43 6 6 1,216 −1,005 1,801

CSR_res2 5,37 6 6 1,321 −1,039 1,299

Loy_1 5,86 6 7 1,234 −1,446 2,728

Loy_2 4,78 5 5 1,509 −0,585 −0,039

Loy_3 3,9205 4 2 1,81668 0,079 −1,107

Loy_4 6,22 6 7 1,003 −2,006 6,137

Loy_5 4,52 5 5 1,731 −0,563 −0,542

Loy_6 5,71 6 6 1,379 −1,394 1,94

Loy_7 6,3 7 7 0,909 −1,183 0,473

Loy_8 5,32 6 6 1,197 −0,887 1,644

Table 2: Statistical description of dependent and independent variables.

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 5.3 Validity Testing: Spearman Correlation
As mentioned in chapter 4.6.2, validity is an important measure when it comes
to showing integrity and true purpose of the subject that is being studied. This
has been tested through a Spearman Correlation test presented in table 3 below.
As one can see in table 3, the purpose of a Spearman Correlation test was to
present the relationship between the independent variables that would
indirectly show if the data represented what it actually was supposed to
represent (Statisticssolutions.com, 2022). A result of +1 would mean a perfect
positive relationship, a 0 would mean no relationship, and a result of -1 would
mean a perfect negative association between the two variables. This test was
of relevant use since it was used with ordinal data (data that is ranked or in
order, measuring the value as higher or lower) and with variables that have a
monotonic relationship (Bell et al., 2019).

Variable Environment Ethical Philanthropic Economic

Environment 1,000 ,446** ,579** ,153
Ethical ,446** 1,000 ,481** ,240**
Philanthropic ,579** ,481** 1,000 ,396**
Economic ,153 ,240** ,396** 1,000

**correlation is significant at the 0.01 level (2-tailed)

Table 3: Spearman Correlation test of independent variables

5.4 Reliability Testing: Cronbach’s Alpha

In order to test internal reliability of the data, a Cronbach’s Alpha test was
conducted. Internal reliability refers to showing the consistency of the results
of the data when hypothetically testing them multiple times. The Cronbach’s
Alpha test showed computed coefficients between 0 (representing no internal

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 reliability) and 1 (representing perfect internal reliability). The common figure
to prefer and to view as ideal when conducting an Cronbach’s Alpha test is 0.7
or 0.8. (Bell et al., 2019), however Hinton et al. (2014) present that results of
0.5 up to 0.7 show moderate reliability. Based on this argument, the results
below for environmental, ethical, and philanthropic were all accepted and
regarded as reliable. However, economic responsibility gave an unreliable
result that was below 0.5 (0.481), this result could be impacted by the fact that
economic responsibility only had two items with questions in the
questionnaire. As the economic responsibility does not have a clear connection
with the other three CSR variables, it did not produce a large volume of items.
It was decided to be included despite the lack of connectivity, in the hopes of
providing a more complete picture of the effect of CSR on loyalty.

In regards to accepting the cronbach’s alpha result, this includes the result of
customer loyalty, since this too was found within the statement of moderate
reliability.

Variable N of items Cronbach’s alpha

Environmental responsibility 5 0.526
Ethical responsibility 5 0.562
Philanthropic responsibility 5 0,728
Economic responsibility 2 0.481
Customer Loyalty 8 0.573

Table 4: Cronbach’s Alpha test

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5.5 Analysis Output: Regression Analysis and
Hypothesis Testing

In order to test the hypotheses and to observe the relationship between the
different variables, a regression analysis was completed. What the regression
analysis essentially establishes, is either a relationship between variables, or
lack of relationship between the variables (Calvello, 2020). Intercept,
standardized beta-coefficient, R², Adjusted R², standard deviation of estimates,
F-value and degrees of freedom are all presented in the table below (Table 5)
in order to test the relationships of the variables.

Model 6 (All model) is the most essential model of all the regressions, since
every independent variable is tested together against the dependent. This is an
important model due to the fact that this tests CSR as a concept against
customer loyalty, and pinpoints what variables stands out the most strength
wise. The other models (2-5), test each of the CSR responsibilities individually
against customer loyalty. Model 1 tests the control variables against every
independent variable individually. The statistical functionality (f-value) in the
all model was above the threshold of 3.95 (6,975) (Glen, 2022). The Adjusted
R² was weak (0,240) according to Bell et. al. (2019) but within the acceptable
threshold according to Hair et al. (2011) (0,10-0,25). Nonetheless, in order to
draw the conclusion that CSR does have an effect on customer loyalty, all
hypotheses within the all model (6) must have significant results, of which
they did not. In model 6, H1, H2 and H4 were rejected, with significance >
0.05. The only accepted (H3) had a significance < 0.05 which is shown with
the * symbol. Therefore, the hypothesis that CSR has an effect on customer
loyalty is rejected.

Moreover, placing the dependent variable against the independent

individually, one can observe that every hypothesis is of significance since the
p-value is < than 0,001 in H1, H2 and H3. H4 has a p-value of
<0,01. Observing the R² shows that the largest R² value can be realized in
model 4 (0,233), followed by model 2 (0,185), model 3 (0,179), model 5

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(0,102) and model 1 (0,042). Further, the Adjusted R² shared the same
structure with the largest value being model 4 (0,207), followed by model 2
(0,157), model 3 (0,151), model 5 (0,071) and model 1 (0,016). However,
these results have no relevance since the aim is to test the independent
variables collectively, and not individually.

The lowest positive standardized beta-coefficient from the control variables

that was observed was gender (0,070) in Model 1, while the highest positive
standardized beta-coefficient was income (0,148). This was followed by the
lowest negative standardized beta-coefficient from the control variables,
which was occupation (-0,129) and the highest negative standardized beta-
coefficient was income (-0,262). What standardized beta-coefficient
essentially measures are the strength of the effect of every individual variable
to the dependent variable. Additionally, it can be either positive or negative,
implying either a positive or negative effect (Glen, 2022). The only control
variable that showed any significance for the aim of this study was income,
and occupation in model 6.

Collinearity statistics tolerance was checked in order to examine the data of

overlapping items, of which there was none. All variable values were below a
maximum value of 2.5. Collinearity statistics tolerance is a tool for measuring
collinearity among the variables in a regression model. The Variance Inflation
Factor (VIF) is always equal to or greater than 1. For determining the presence
of multicollinearity, there is no defined VIF value. Any VIF value > 2.5 would
indicate multicollinearity, which entails a lack of variance between the
variables. This indicates that the independent inputs are all influencing each
other and therefore are not viewed as independent (Johnston et al., 2018). All
VIF results of the variables were <2.5

Exp.si Model Model Model Model Model Model 6 All

gn 1 2 3 4 5
Control

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Intercept 5.317* 3.931* 3.237* 3.832* 4.052* 2.461***
** ** ** ** ** (0.605)
(0.363) (0.433) (0.540) (0.408) (0.537)
Control
Variables
Gender 0.070 0.099 0.105 0.116 0.101 0.137
(0.107) (0.100) (0.100) (0.097) (0.105) (0.095)
Age 0.148 0.123 0.133 0.134 0.118 0.109
(0.009) (0.008) (0.008) (0.008) (0.008) (0.008)
Occupation -0,129 -0.208 -0.177 -0.173 -0.157 -0.215*
(0.076) (0.071) (0.071) (0.068) (0.074) (0.068)
Income -0.262* - - - - -0.331***
(0.000) 0.297* 0.294* 0.307* 0.297* (0.000)
* * * *
(0.000) (0.000) (0.000) (0.000)
Environmental
responsibility
H1: 0.384* 0.129
** (0.074)
(.053)
Ethical
responsibility
H2: 0.373* 0.162
** (0.086)
(0.074)
Philanthropic
responsibility
H3: 0.441* 0.222
** (0.072)*
(0.048)
Economical
responsibility

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H4: 0.250* 0.147
* (0.071)
(0.075)
R² 0.042 0.185 0.179 0.233 0.102 0.281
Adjusted R² 0.016 0.157 0.151 0.207 0.071 0.240
Std. Error of 0.6547 0.6059 0.6082 0.5878 0.6360 0.57522
estimates 8 1 5 2 8
F-value 1,606 6.634* 6.359* 8.874* 3.315* 6.975***
** ** ** *
Degrees of 4 5 5 5 5 8
freedom (df)

p<0.05* p<0.01** p<0.001*** N= 154

S.E. (Standard Error) is presented in the parentheses for each variable

Table 5: Multiple regression analysis.

6 Discussion
Contradictory to what Park et al. (2017), Iglesias et al. (2018), Uslu and
Şengün (2021), Chung et al. (2015), Fatma and Rahman (2016), and Chen et
al. (2012) presented regarding CSR creating, enabling, and enhancing
customer loyalty, the results of this study presented in chapter 5 above
reflected the opposite. In accordance with the significance of the previously
presented Model 6 (Table 5), the hypotheses were rejected.

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6.1 Discussion of Hypothesis 1 – “H1: Environmental
responsibility has a positive effect on customer
loyalty”
The environmental responsibility achieved an accepted level of significance
(p-value<0.05) on its own but when analyzed together with the three other
independent variables there was no significance (p-value>0.05). The
standardized beta coefficient for the individual independent had a positive but
fairly weak relationship of 0.384 and the relationship in the “All Model” of
table 5 was also positive but with a weakness of 0.129. Nonetheless, H1 was
rejected due to the lack of significance between all of the independent
variables in relationship to the dependent variable. This means that a company
putting in effort of environmental responsibility does not affect their
customers’ loyalty. When looking at the individual independent variable’s F-
value, it amounted to 6.634 together with its R² which amounted to 0.185. The
F-value turning out to be above the threshold of 3.95 meant that there was
accepted statistical functionality but not a high effect of change represented in
the low R², of the independent variable on its own. When looking at the model
of all independent variables in Table 5, the F-value remained acceptable with
a slight increase which could be seen at the R² as well (even though there was
no significance here which makes the effect of the correlation not as relevant).
The same pattern of a slight increase could be seen when comparing the
adjusted R² of the individual independent variable and all the independent
variables together. The continued low R² in the regression between all
independent variables and the dependent showed that changes in the
independents did not explain changes in the dependent that well. This could
originate from a lack of relevant information in the theoretical framework
which lead to the operationalization and questionnaire not being adequate in
portraying the concept.

When conducting the theoretical research for this thesis, the expectation of H1
was that it was going to be accepted since previous research pointed to there
being a positive connection between CSR and customer loyalty. It could be

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stated that a CSR strategy could enhance and maintain loyalty (Park et al.,
2017 and Iglesias et al., 2018) since it could evoke an emotional relationship
(Ramroop, 2020). Stobierski (2021) states that this often is created through
focusing on minimizing the external environmental effects, since these
represent the majority of the environmental issues. Chuang and Huang (2020)
presented that these efforts create a stronger reputation on the market amongst
customers, as well as an increase in internal green management. The
contradiction shown in the difference between the presented data together with
the rejected hypothesis and the presented findings of the previous research,
could be explained by looking at the numbers on validity through the spearman
correlation shown in table 3 (Statisticssolutions.com, 2022). The relationship
between the environmental responsibility and ethical as well as philanthropic
responsibility were both significant and positive, meanwhile the relationship
between environmental and economic was not significant and weakly positive.
This could also be connected to Bell et al.’s (2019) theory on content validity
which looks at if the research genuinely measures what it is supposed to
measure. This could speak for the operationalization table of this thesis to not
have performed. This could entail that the questions of the questionnaire, that
regarded both CSR and customer loyalty, did not present the concepts
correctly, in connection to being too few or wrongfully formulated. Lastly, the
test for reliability through conducting Crohnbach’s Alpha could reveal a 0.526
for the environmental responsibility, meaning that there is moderate reliability.
This is according to Hinton et al. (2014) considered an accepted level of
reliability, meanwhile Bell et al. (2019) argues for there being a threshold of
0.7. This could explain the results of this thesis and this hypothesis
contradicting the results of previous research on the subject. The low
Crohnbach’s Alpha could originate from the items of the operationalization,
which impact the questions of the questionnaire, not being related closely
enough as a group. There might have needed to be a larger number of items
that were more aligned in accordance with each other for there to be a higher
reliability.

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There were no stated outliers, besides the two unqualified respondents
previously presented as removed, and the three items of environmental
responsibility were all considered to be valid. Potential outliers or defaults of
the study could have been the reason for the hypothesis being rejected, but this
was not the case.

6.2 Discussion of Hypothesis 2 – “H2: Ethical

responsibility has a positive effect on customer
loyalty”
H2 was tested in a regression analysis collectively with three other
independent variables. When tested collectively, no significant value was
present (p-value > 0.05). However, when tested separately, the p-value <
0.001, resulting in a very strong significant value. Additionally, the
standardized beta-coefficient in H2 was 0,384 independently, which has a
positive effect, however, it is considered as partially weak (Glen, 2022).
Collectively with the three other independent variables the standard beta-
coefficient was 0,162 which is positive but weak. This entails that individually,
ethical responsibility does in fact affect customer loyalty, however paired
together with the three other responsibilities (environmental, philanthropic and
economic) it does not affect customer loyalty. This results in rejecting H2.
Moreover, the R² value for H3 was 0,179 individually, and collectively 0,281.
According to Hair et al., (2011) this is within the acceptable threshold. The
adjusted R² was 0,151 individually and 0,240 collectively. This is important to
interpret since the adjusted R² takes the individual R² in consideration when
measuring the R² for all independent variables together (Fernando, 2021). This
shows that H2 has the third strongest adjusted R² compared to the three other
independent variables (Fernando, 2021). The F-value for H2 was measured at
6,359 which is above the threshold of 3,95 which entails that it provides
statistical usefulness and significance (Glen, 2022). Collectively, the F-value

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amounted to 6,975 which also provides statistical functionality and
significance (Glen, 2022).

The results for H2 contradicts the general consensus amongst researchers that
CSR does indeed affect customer loyalty (Park et al., 2017; Iglesias et al.,
2018). However, the lack of significance from this study could be affected by
the lack of reliability (Cronbach’s alpha = 0,562), failing to reach the general
threshold of 0,7 (Bell et al., 2019). Nonetheless, Hinton et al., (2014) states
that results between 0,5 and 0,7 can be considered to have a moderate
reliability. The reason for this study’s results not complying with the general
consensus can be because the reliability of the internal data could not conclude
consistent results when tested multiple times, since it merely had moderate
reliability and not strong reliability <0,7 (Bell et al., 2019; Hinton et al., 2014).
The validity, measured with the Spearman correlation has significant
correlation with all independent variables, where every variable has a positive
significant correlation (Bell et al., 2019). This entails that the data does indeed
represent what it is intended to represent (statisticssolutions, 2022).
Additionally, the content validity within the questionnaire ought to cover all
relevant aspects of the construct it is aimed to measure according to Salkind
(2012) in order to be viewed as valid. The translation from the theoretical
concept into measures on the questionnaire indicate that the theoretical
material was insufficient when it comes to testing relevant theoretical
implications that could contribute to this thesis (Salkind, 2012). Essentially,
the absence of relevant theoretical material that could contribute to this thesis
resulted in deficiencies in the indicator category in the operationalization table
(table 1), which lead to insufficient items and measures on the questionnaire.
As an example, Iglesias et al. (2018) and Wong & Dhanesh (2017) argue that
CSR does indeed affect customer loyalty by creating an emotional bond,
however this is not presented within the ethical responsibility-measures in the
operationalization. Essentially, this could explain (as mentioned earlier) the
Cronbach’s alpha merely reaching the moderate reliability threshold (0,5)
instead of the strong reliability threshold (0,7), resulting in the rejection of H2

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(Bell et al., 2019; Hinton et a., 2014). Lastly, some questions in the
questionnaire were reversed, meaning that instead of possessing a positive
nature it was negative. Essentially, these questions started with “I do not
believe” instead of “I do believe”. These questions were implemented to keep
the respondents focused and active. However, it could have had a negative
effect on the results. Meaning that these questions were faulty and therefore
the reliability of the study was impaired.

As for H1, H2 had no specific outliers other than the two responses that were
unable to be used for the regression analysis.

6.3 Discussion of Hypothesis 3 – “H3: Philanthropic

responsibility has a positive effect on customer
loyalty”
H3 was tested in a regression analysis together with the three other
independent variables (Model 6), of which it presented a significant p-value
result (p<0.05) with a standardized beta coefficient of 0.222. When it was
tested individually against the dependent variable together with the
background variables, the significance was even stronger (p<0.001). Further,
the standardized beta coefficient was 0.441 for the individual regression. This
result can be interpreted as the other independent variables had a negative
impact on the strength of the philanthropic variable. However, the result
indicates that H3 was accepted. It was observed that H3 has the highest results
in terms of F-value (8.874) when tested individually in model 4, which met the
minimum criteria of 3.95. Additionally, it had the second highest R² value
(0.233) with the highest in model 6 (0.281). The adjusted R² was decreasing
more in model 6 compared to model 4, which indicates that H1, H2 and H4
variables did not contribute to any value of regression correlation compared to
the individual regression correlation of H3. Furthermore, one can observe that

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the total value was higher in model 6, which proves that other three
independent variables were useful in the model of regression as it had the
ultimately higher value.

The expectation and result of H3 aligned with the theoretical belief that
philanthropic responsibility contributes to customer loyalty. According to
Amsami et al (2020) philanthropic values in a corporation are highly valued
in the eyes of the consumer. The result also pinpointed the argument stated by
McCain et al. (2018) that philanthropic responsibility is the most impactful of
all CSR activities, which is proved by the result as H3 was the only accepted
hypothesis out of the four total hypotheses. These results highlight that
consumer’s value corporations that engage in charitable events and non-
profitable organizations that want the world to be better rather than
environmental, ethical or economical responsibilities, and ultimately have a
bigger impact on customer loyalty (Stobierski, 2021; McCain et al., 2018). The
fact that the data presented in this paper is aligned with previous research was
considered reliable due to the fact that Cronbach's alpha result was 0.728,
which was above the threshold of 0.7, which indicates that the result was
accurate and could be trusted upon. Furthermore, the validity testing of the
philanthropic variable against the other three variables was also shown to be
valid. The variable proved to have positive relationships (>0) and significant
at the 0.01 level (2-tailed) in all cases.

As for the other hypotheses, H3 had no specific outliers other than the two
responses that were unable to be used for the regression analysis. The items
for the philanthropic were deemed as valid due to the reliability testing.

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6.4 Discussion of Hypothesis 4 – “H4: Economical
responsibility has a positive effect on customer
loyalty”
H4 was tested in the same manner as the other independent variables. In the
individual regression against loyalty, the significance presented p<0.01 with a
standardized coefficient beta value of 0.250. In the compiled test with the other
variables, the result proved to be insignificant (p>0.05) with an even lower
standardized coefficient beta 0.147. This can be interpreted as that the other
independent variables had a negative impact on the economical responsibility.
Either way, according to Glen (2022) both values are very weak. Further, the
significance result shows that H4 must be rejected due to insignificant results.
The rejection is not just only built upon the significance but also the low results
in terms of R² (0.102), adjusted R² (0.071) and F-value (3.315). The criteria of
sufficient R² value should be above 0.3 (Statology, 2022), of which it did not.
The results showed that the variable itself was insufficiently measured. The R²
result was higher in model 6, which pinpoints that the economical variable was
a damaging factor to the “all model”, which can also be seen by the decreasing
adjusted R² in model 5. The F-value in model 5 (3.315) did not exist above the
stated threshold of 3.95 (Glen, 2022), which shows that it was not significant.

The general consensus between researchers conclude that economical

responsibilities does not contribute to increased customer loyalty (Salmones et
al., 2005; McCain et al., 2018), which is the main finding from this paper’s
results as well. The economical variable showed the overall weakest result,
which seems to be a predictor amongst the majority of researchers used in this
paper. However, the lack of significance in the test regarding the independent
economical variable could be affected by the Cronbach’s alpha result (0.481).
According to Hinton et al. (2014) a moderate result should be at least 0.5,
which highlights the fact that the data cannot be relied upon. The lack of
reliability can be traced back to the validity which presented insignificant

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results against the environmental and overall a low amount of strength against
the two other independent variables. A result of 1 shows a perfect positive
relationship (Statisticssolutions.com, 2022), and a result of the lowest (0.153)
to the highest (0.396) reveals that the validity is not particularly strong. The
main reason for the weak result in terms of reliability and validity could have
been damaged by the fact that economical responsibility suffered a lack of
items, which were ultimately just two. An increased amount of items could
provide more nuanced data that would score higher reliability in the model.
The theoretical material gathered for the paper mostly pointed at the fact that
economical responsibility does not contribute to customer loyalty, which
inflicted with the possible amount of theory being able to be utilized in the
operationalization. This led to the small number of items in the questionnaire,
which the authors of this paper believes is the main reason for the insignificant
outcome of the regression.

As stated in the method chapter, no items or responses were removed from H4

other than the two that were immediately removed due to wrongfully provided
information.

7 Conclusion
The purpose of this thesis was to explain the effect of CSR on customer
loyalty. CSR was presented through the four responsibilities of environmental,
ethical, philanthropic, and economical responsibility. These were formulated
into four separate hypotheses that were tested both individually against
customer loyalty as well as together testing CSR as a concept. The results
showed that Hypothesis 1 concerning the environmental responsibility,
Hypothesis 2 concerning the ethical responsibility, as well as Hypothesis 4
concerning the economical responsibility all were rejected. Hypothesis 3

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concerning philanthropic responsibility was accepted, but since the purpose of
this thesis was to test CSR as a full concept against customer loyalty, the
conclusion of CSR not having an effect on customer loyalty could be
conducted.

8 Implications
8.1 Theoretical Implications
The research of this thesis contributes to the knowledge on the effect of CSR
on customer loyalty by stating that there is a weak positive effect but that it is
not significant. Previous research conducted on the subject has shown that
there is an effect but it has never been tested with the help of four independent
variables on one dependent variable. This would make the research of this
thesis unique in its findings. Three out of four of the hypotheses were rejected,
which gave way for the conclusion above. Previous research stated that CSR
could enhance and maintain loyalty with customers (Park et al., 2017 and
Iglesias et al., 2018) by evoking an emotional relationship (Ramroop, 2020).
Chuang and Huang (2020) also presented that the external as well as public
internal efforts taken, would positively impact a company’s reputation on the
market. This could be seen in this research as well in connection to that the
one accepted hypothesis was the one of philanthropic responsibility, meaning
that external efforts of improving society could be a creator of positive
reputation which could lead to customer loyalty. However, since the
theoretical framework did not reach an efficient level in regard to being the
basis for the questionnaire and data, the three other hypotheses were rejected
which led to the research being rejected in its whole.

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8.2 Managerial Implications
The general results of the study compared to past research does not align to a
great extent. The implications of that outcome can depend on various reasons,
from the gathered theoretical material to the methodology. What was
concluded from the authors, is that parts of the theoretical framework, such as
loyalty, had problems in terms of insufficiency which led to shortages further
in the study. This led to implications in the measurement of the variable that
the authors believed inflicted damage to the outcome of the data. If done
differently, a more in-depth theoretical material would have amplified the
potential of the questionnaire built in the methodology chapter. This means
that the findings of this research cannot prove that CSR has a positive effect
on customer loyalty, firstly due to majority wise rejection of hypotheses, and
secondly to an insufficient theoretical foundation which ultimately led to
unreliable data. Further, since H3 was the only accepted hypothesis and with
reliable result, one could argue that philanthropic responsibility is a desirable
aspect of CSR that should be sought after for businesses, perhaps even to the
point where it should be prioritized over the three other responsibilities of
CSR.

9 Limitations and Future Research

A limitation within this study was the use of convenience and snowball
sampling, since the researchers were students at a university in Sweden there
was a limited time frame as well as no funding. This led the researchers to
choose convenience sampling in order to acquire information within the
timeframe. The results from the study were therefore not as generalizable as it
would be with, for example, a simple random sample since it is biased towards
people in the researcher's close proximity.

54 (67)
In connection with sampling and generalizability, the majority of the
respondents were Swedish since the answers collected were primarily
collected through shares on social media such as Facebook and LinkedIn.
However, a small portion of the answers were from respondents outside of
Sweden. This implies that the results from this study may differ depending on
what country the research is conducted in. Lastly, the theoretical framework
within this study was not based on studies conducted in Sweden only, implying
that this study's results could in fact, not be as applicable as the results from
the theory used.

As a recommendation for future research, researchers could implement a

control variable such as nationality, in order to generalize even further.
Additionally, the use of a different sampling method should be utilized in order
to further increase generalizability. This together could create more authentic
and reliable results.

Further, the multiple regression analysis indicated individual relationships

(P<0.05) between all of the independent variables to the dependent variable.
However, no relationship was found collectively even though the independent
variables had a strong mean value. Since the theory collected in order to test
the hypotheses stated a relationship with all independent variables collectively,
it left the researchers to believe that further studies on these concepts and
relationships should be conducted. What the authors learned during this study
is that incorporating clean and clear measures from the theoretical framework
to the operationalization is a key component in collecting relevant data that
can be used to support or oppose the hypotheses.

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