ABSRJ 2022 Volume 13, Number 1

Relation between customer-focused corporate social responsibility initiatives and customer loyalty intentions in the context of the COVID-19 pandemic

Laura Pilukiene
Vilnius University, Lithuania
laura.pilukiene@evaf.vu.lt

Irma Spudienė
UAB DSP Plius, Lithuania
irma@dspplius.lt

Abstract

The number of research concentrating on the implementation of social responsibility initiatives in the context of extraordinary circumstances, e.g., the COVID-19 pandemic, has increased. This paper examines the links between the customer-focused corporate social responsibility initiatives (in the period of COVID-19 pandemic) and customer loyalty intentions, focusing on whether customers’ age or gender has any effect in this regard. Research results have shown that social responsibility initiatives with respect to customers carried out during the period of the COVID-19 pandemic are related to their loyalty intentions towards the company. It is worth to emphasize that no data has been obtained to support the statement that customers’ age and gender are proper moderators affecting the relation between customer-oriented social responsibility initiatives carried out in the period of the COVID-19 pandemic and the customers’ loyalty intentions.

Keywords: social responsibility initiative; customer loyalty intention; COVID-19

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