How CSR activities affect students attitudinal and behavioral loyalty in the Lebanese educational sector?

Abstract

The success of any organization is settled on its ability of initiating, sustaining, and retaining a good customer relationship based on loyalty. Corporate Social Responsibility (CSR) turned out to be considered as an efficient marketing tool. However, the impact of CSR on loyalty is still uncultivated. The present paper investigates the influence of CSR activities on both loyalty constructs: attitudinal loyalty as well as behavioral loyalty. Based on a sample of 203 Lebanese students, results revealed a considerable effect of ethical, legal and philanthropy social responsibility on both attitudinal and behavioral loyalty. Conversely, the effect of economic responsibility on attitudinal and behavioral loyalty was insignificant.