Thesis (MBA) - CYPRUS INTERNATIONAL UNIVERSITY INSTITUTE OF GRADUATE STUDIES AND RESEARCH BUSINESS ADMINISTRATION DEPARTMENT

Includes bibliography sheets 42-44

ABSRACT As some span of decade passes, the concept or corporate social responsibility has been of a prodigious significance towards the stakeholders and the entire humanity which makes not just researchers but, academicians, politicians and business men/women to situate a lot more emphasis towards the Corporate Social Responsibility cause. This study purposely targets to investigate an insights between the relationship of consumer satisfaction, customer loyalty and corporate social responsibility (CSR) in Yola, Adamawa State, Nigeria focusing on Adama Beverages Limited as the case study organization. The study task also anticipates to investigate the influence and impact of corporate social responsibility on customer satisfaction and loyalty in relation to its effect on economic, social and environmental circumstances. The research findings discovered that corporate social responsibility has four (4) dimensions: economic, social/philanthropic, legal, and environmental aspects. The results suggest that consumers consider that there are only three aspects of corporate social responsibility: economic, social, and environmental which can also be called the carrol corporate social responsibility pyramid develops since the 90s. The study uses a data collected from 318 respondents through a questionnaire sample survey. The data was analyzed using the statistical package for the social sciences (SPSS) software version 20. The hypotheses were tested using chi-square. The research findings shows an outstanding positive response that indeed customer satisfaction can be influenced by corporate social responsibility which leads to customer loyalty. The research concluded by indicating that corporate social responsibility needs to be explore more especially will the recent unfortunate event of COVID19 epidemic that brought down some various regions down to its knees. Hence, the contribution of other organizations towards foundation and development of corporate social responsibility is widely accepted appreciated. Keywords: Corporate Social Responsibility, Customer satisfaction, Customer loyalty, environmental responsibility.