RESEARCH PROPOSAL

PROPOSED RESEARCH TOPIC:

Corporate social responsibility and customer loyalty: exploring the role of cultural values,
satisfaction and type of company.
PURPOSE OF STUDY:

In this study it is intended to observe corporate social responsibility with respect to its impact
on cultural values in different manufacturing or service organizations like collectivistic and
individualistic cultural values.it will provide higher support to our data.

INTRODUCTION:
Before proceeding further on this topic we need to know what the corporate social
responsibility actually is. Answer is very simple.
Just like humans corporate social responsibility is the conscience of corporations all around
the world. Due to this corporations do not only run their business but also take care of their
ethical standards.
Some people say that corporate social responsibility detracts corporations from their main
goal but in fact many organizations make profit due to corporate social responsibility and win
customer satisfaction and customer loyalty as well. It also makes a strong impact on cultural
values of an organization both on individuals and on corporation as a whole.
Problem identification:
Andrea Prez and Ignacio Rodrguez del Bosque (2015) have shed the light in the
relationship between the customer social responsibility and loyalty thus increasing the
efficiency of the organization here they have taken the banking sector as a base study.
Similarly Rujirutana Mandhachitara and Yaowalak Poolthong (2011) has shown the
relationship between service quality and loyalty of the custiomers .The writer has also put
some of his views in this regard but there are some gaps which are creating problem and
which i want to identify.

The first point is that that the author has not emphasized on cultural values and these values
are not discussed by writer in particular. The researcher fails to take into collectivistic culture
in to account as the research has been done in west. He has only discussed impact of
corporate social responsibility on individuals.
Second gap is that that the author has discussed only about the banking sector and not about
other multinational organizations despite of the factor that the banking sector is more
complex.
PROBLEM STATEMENT:
The crux of all above statement is that that there are several avenues which can be opened in
this article about corporate social responsibility and its impact on customer satisfaction and
customer loyalty. Also we have to discuss corporate social responsibility with respect to
cultural values and industry.
OBJECTIVES OF STUDY:
This study has following objectives:
Second purpose is to see it not only in terms of banking culture but also in terms of
other multinational organizations.
Third objective is to see corporate social responsibility also in terms of cultural
values.
Forth objective is to see this not only in terms of individual level but also in terms of
collectivistic culture because collectivistic culture has more impact on organization
than individual level.
RATIONALE OF STUDY:
This study of corporate social responsibility will have a very good impact on other seekers of
this field of corporate social responsibility and other people with a little or more quest for
knowledge. Moreover it has make up gaps of study of the foreign writer hence has broaden
the perspective of readers. moreover by studying this gap will open the new avenues for me
as they are very helpful for me as a student.

Methodology:

To achieve the study objectives, SPSS model will be used and manufacturing organizations
customers will be our targeted. The study will incorporate primary data in order to offer indepth discussion for the academicians/ practitioners and helping them to understand the
existing issue. The primary data for the study will be collected through structured
questionnaires and interviews with customers about their satisfaction, behavior repurchase
the offers.