The impact of corporate social responsibility on customer loyalty and employee satisfaction in Bosnia And Herzegovina

Abstract

The aim of the study is to investigate consumer attitudes towards specific Customer Social Responsibility Activities in Bosnia and Herzegovina. In order to support this research, a case study method, combined with qualitative and quantitative research methods (referenced survey) was used. To get an insight into the companies’ perspective, when it comes to an engagement in the employment practices, as an integral part of Corporate Social Responsibility, data regarding “The Most Desirable Employer” project- “Najpoželjniji poslodavac”, organized by Kolektiv d.o.o.-MojPosao.ba, for years 2020, 2019 and 2018 will be analyzed. The study should illustrate the exact scenario of customer loyalty in Bosnia and Herzegovina to the companies included in CSR activities and contribute to an advancement of overall knowledge in the field of CSR in Bosnia and Herzegovina. The directing outcome uncovers those corporate capacities have a critical part in fortifying the relationship between corporate social responsibility drives and customer trust in Bosnia and Herzegovina, in light of the fact that high corporate capacities with professional corporate social responsibility actions lead to high faithfulness of customers. The examination features the meaning of the corporate social responsibility activities, which are obligatory for authoritative achievement and guides the policymakers of companies, supervisors, and researchers.