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The impact of Corporate Social Responsibility (CSR) practices on consumer satisfaction and loyalty in the Cosmetic Sector

  • Identification data

    Identifier:  TFM:1799
    Authors:  Ojeda Humala, Karol Gabriela
    Abstract:
    This study examines the impact of Corporate Social Responsibility (CSR) on consumer satisfaction and loyalty in the cosmetic sector. A survey was conducted with 80 participants, predominantly aged between 18 and 43, to assess their perceptions and knowledge about CSR practices in the cosmetic sector. The questionnaire design was based on adaptations of instruments validated by academic literature, ensuring the validity and reliability of the collected data. The descriptive analysis revealed that, although there is a general lack of knowledge about CSR practices, informed consumers tend to positively value brands committed to sustainability and social responsibility. The study's hypotheses were confirmed, demonstrating that CSR practices have a positive impact on both consumer satisfaction and loyalty, and that consumer satisfaction positively influences loyalty. This study provides evidence for cosmetic companies to integrate CSR into their strategies to improve satisfaction and foster customer loyalty
  • Others:

    Entity: Universitat Rovira i Virgili (URV)
    Confidenciality: No
    Student: Ojeda Humala, Karol Gabriela
    Education area(s): Direcció d'Empreses
    Work's codirector: Pàmies Pallisé, Maria del Mar
    Department: Gestió d'Empreses
    Creation date in repository: 2024-10-02
    Subject: Empreses--Responsabilitat social
    Academic year: 2023-2024
    Work's public defense date: 2024-06-18
    Access Rights: info:eu-repo/semantics/openAccess
    Project director: Fabregat Aibar, Laura
  • Keywords:

    Corporate Social Responsibility
    Satisfaction
    Loyalty
    Economic and business sciences
  • Documents:

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