The Relationship Between Corporate Social Responsibility and Customer Satisfaction: Literature Review

Customer satisfaction is one of the main focuses of organizations. Simultaneously, several brands have been developing corporate social responsibility (CSR) actions to improve brand image. This chapter aims to understand the relationship pointed out in the literature between CSR and customer satisfaction, analyzing consequents and antecedents of these concepts. Main databases were researched, in order to understand CSR concepts, importance, and consequences. After a previous analysis of papers about CSR and its consequences, brand image and brand value were identified to be important to explain their relationship with customer satisfaction. Therefore, theoretical research was implemented to understand brand value, brand image, and customer satisfaction, as well as its relationship. This chapter contributes to understand CSR consequents and customer satisfaction antecedents. Furthermore, it suggests relationships between these variables which can be tested in future quantitative research. It could be concluded that CSR may impact customer satisfaction, but brand value and brand image may be important to better understand how customer satisfaction is formed.

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Authors and Affiliations

1. CEOS.PP and ISCAP/P.PORTO, Porto, Portugal Inês Veiga Pereira & José Duarte Santos
2. ISCAP/P.Porto, Porto, Portugal Joana Araújo

1. Inês Veiga Pereira