The relationship between corporate social responsibility activity and costumer loyalty in tobacco company
Business and CSR are something that can not be separate now days, especially in tobacco industry in Indonesia. The companies are willing to spend millions and billion IDR for their social activities. The theory shows that company with socially responsible activity may not increase the present value of its future cash flow yet still maximize the market value of its company.rnrnThe objectives of the study are to analyze customer loyalty and CSR activities of tobacco companies in Indonesia and analyses whether CSR activities will increase customer loyalty or not. rnrnThe study is conducted by using primary and secondary data. The primary data is being taken by conducting a questionnaire with the respondents which are smoker, and the secondary data is obtained from literature research and other secondary resources. The approach used in this study is quantitative in nature with Independent sample t-test, One- Way Anova: Analysis variance for one independent variable and One Sample Kolmogorov Smirnov. The outcome of this study will provide valuable information regarding the ethical behavior in the industry can affect rncustomer loyalty.
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