Corporate Social Responsibility and Customer Loyalty from a Literary Perspective

The cornerstone for improving companies’ performance and strengthening their position in services is corporate social responsibility. Organizations must constantly strengthen their relationships with customers because the service sector is known for its high level of customer sensitivity. Offers and services are constantly presented to customers, especially electronic ones, which leads to a state of instability among them. As a result, social responsibility has emerged as a vital factor in establishing the customer by increasing their brand loyalty. This study aimed to clarify the relationship between customer loyalty and social responsibility. In order to do this, the study used a comparative approach with a re-examination of earlier research on social responsibility and customer loyalty. And he came to the conclusion that there is a positive relationship between social responsibility and customer loyalty, which means that social initiatives have a significant impact on enhancing loyalty among consumers. It is connected to the marketing plans and strategic planning of the organization, and the strength of this link is influenced by the corporate social responsibility initiatives. Accordingly, the study recommended the need to strengthen the employees of organizations on social responsibility with the aim of establishing a strong relationship between employees, the local community and customers, as well as the need to include social initiatives within the organization. Administrative planning and marketing programs for countries to ensure their effective participation, which enhances the organization’s position.