The impact of corporate social responsibility practices on corporate financial performance and consumer loyalty.

摘要

Leaders and their organizations are under considerable pressure from multiple stakeholders. Stakeholder expectations of the firms range from maximum profits to strong levels of corporate social responsibility. Previous research into whether CSR activities correspond with improved financial performance has been mixed at best. Additionally, research into the impact of a firm's CSR activities in gendering consumer loyalty has been minimal.;This descriptive corrleational research study sought to answer these two issues and provide guidance to leaders in organizations. Archival analysis of the financial results from 2002-2006 of four large US corporations was collected and analyzed against each firm's CSR levels for the same time period. A survey was sent to 1,200 Chartered property casualty Underwriters in nine Northeast US states to assess consumer opinions and behaviors associated with CSR awareness, importance and other factors for each of the four firms.;Trend analysis indicated no significant or repetitive trending between a firm's CSR practices and financial performance. Additionally, the role of CSR awareness and importance in gendering loyalty was minimal. Loyalty was most influenced by other factors in the purchasing process, namely product satisfaction, price and brand.