Impact of Corporate Social Responsibility to the Consumers' Loyalty in Jollibee at Santa Cruz, Laguna

• Author(s): Lava, Leila Mae B. ; Alcantara, Emely I.; Basbas, Clarence B. ; De Guzman, Rochelle R.; Del Rosario, Cris Russell D.; Diaz, Jamie P. ; Lanuevo, Angel Joy C.; Matienzo, Krizza Mae P.; Oxina, Antonette C. ; Pamfilo, Jan Irish B.; Dr. Norayda M. Dimaculangan; Katrina Clare M. Labios
• Paper ID: 1705760
• Page: 133-149
• Published Date: 09-05-2024
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 7 Issue 11 May-2024

Abstract

The study explored how awareness of corporate social responsibility (CSR) at Jollibee in Santa Cruz, Laguna influences consumer loyalty. Given the absence of empirical research on the correlation of corporate social responsibility (CSR) and consumer loyalty at Jollibee in Santa Cruz, Laguna, the study exclusively focused on particular corporate social responsibilities—philanthropic, legal, ethical, and economic. The researchers assessed consumer loyalty through constrained variables: brand attitude, purchase intention, consumer trust, and service quality. Additionally, the demographic profile consisting of sex, age, and educational attainment are used as moderating variables for CSR and Loyalty. Data collection involved an adapted questionnaire, employing face-to-face and online surveys through Google Forms. Furthermore, a statistician analyzed the collected data, with 365 consumers selected using simple random sampling. The findings revealed that 52% of the population belonged to the 21-25 age range, with a higher representation of females (63.28%) compared to males (36.71%) wherein the majority (50.9%) held a college undergraduate education. It is noted that economic responsibility stood out as the CSR aspect with the highest level of awareness. The crucial role of brand attitude in shaping consumer loyalty was underscored. Notably, statistics indicated no significant differences in consumers' awareness of CSR when grouped by demographic profile. With regards to consumer loyalty to Jollibee, a significant difference was observed in brand attitude and purchase intention when grouped by age. However, no such influences were observed on sex and educational attainment. The study revealed a significant relationship between respondents' CSR awareness and their loyalty to Jollibee.

Keywords

Corporate Social Responsibility, Consumer Awareness, Consumer Loyalty, Economic Responsibility, Legal Responsibility, Ethical Responsibility, Philanthropic Responsibility, Brand Attitude, Purchase Intention, Consumer Trust, Service Quality, and Demographic Profile

Citations

IRE Journals:
Lava, Leila Mae B. , Alcantara, Emely I.; Basbas, Clarence B. , De Guzman, Rochelle R.; Del Rosario, Cris Russell D.; Diaz, Jamie P. , Lanuevo, Angel Joy C.; Matienzo, Krizza Mae P.; Oxina, Antonette C. , Pamfilo, Jan Irish B.; Dr. Norayda M. Dimaculangan; Katrina Clare M. Labios "Impact of Corporate Social Responsibility to the Consumers' Loyalty in Jollibee at Santa Cruz, Laguna" Iconic Research And Engineering Journals Volume 7 Issue 11 2024 Page 133-149

IEEE:
Lava, Leila Mae B. , Alcantara, Emely I.; Basbas, Clarence B. , De Guzman, Rochelle R.; Del Rosario, Cris Russell D.; Diaz, Jamie P. , Lanuevo, Angel Joy C.; Matienzo, Krizza Mae P.; Oxina, Antonette C. , Pamfilo, Jan Irish B.; Dr. Norayda M. Dimaculangan; Katrina Clare M. Labios "Impact of Corporate Social Responsibility to the Consumers' Loyalty in Jollibee at Santa Cruz, Laguna" Iconic Research And Engineering Journals, 7(11)