THE IMPACT OF THE PERCEPTION OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER LOYALTY : AN EXPLORATORY STUDY

Résumé

In the face of the recent intensification in social communication in the service sector, it is important to assess its impact on the perception and behaviors of consumers. The purpose of this article is first to understand the expectations of consumers with regard to social responsibility; second, to study the impact of philanthropic activities on consumers’ loyalty. Our exploratory study of Moroccan consumers has allowed us to highlight the expectations of consumers in terms of CSR and to understand how these activities can impact their loyalty. Based on the review of the relevant literature and the results extracted from the study, we propose a model of theoretical analysis and hypotheses to be tested as part of empirical studies