The Dimensions of Corporate Social Responsibility and Customer Loyalty of Consumer Goods Companies in Nigeria

Abstract

This research examined the effects of the dimensions of corporate social responsibility on customer loyalty of consumer goods companies in Nigeria. The quantitative and ex post facto research designs were found appropriate for the study. Secondary source of data collection via panel data was collected using corporate social responsibility checklist and by extraction from annual reports and accounts of listed consumer goods companies in Nigeria. Inferential statistics of multiple regressions were employed to attain the research objectives. Eviews 10 was the statistical package used for data analysis. The effect of corporate social responsibility towards the community on customer loyalty is positive and significant but this effect is insignificant with other dimensions of corporate social responsibility. The results also showed a positive and significant effect of company size on customer loyalty but this effect was insignificant with age of the company and leverage. The paper recommends that consumer goods companies in Nigeria should embrace corporate social responsibility towards the community if they wish to reap benefit of customer loyalty.

Keywords: Customer loyalty, dimensions of corporate social responsibility, Good Management Theory, Panel Data, Regression Analysis