Exploring the Role of Corporate Social Responsibility in Shaping Customer Satisfaction and Brand Loyalty: A Case Study of Hindustan Unilever Ltd.

Abstract

This paper examines the links among CSR, customer satisfaction, and brand loyalty, with special reference to Hindustan Unilever Ltd (HUL) in India. So far, with the growing importance of ethical practice among consumers, what role CSR plays in portraying the perception and behavior of the customers is essential for the brand. Data were collected through a structured questionnaire from 109 customers of HUL in Coimbatore. The outcome showed a positive correlation of CSR strategies with customers' satisfaction (β = 0.26, p < 0.05), indicating that successful CSR strategies positively affect the overall satisfaction of consumers for the brand. Further, it established customers' satisfaction as a reliable predictor for brand loyalty (β = 0.487, p < 0.001), where satisfied customers are more likely to show loyalty towards HUL. This study highlights how CSR molds the perception of consumers and shapes brand loyalty and might provide marketers and policymakers who aim to exploit CSR as a source of competitive advantage in the Indian market with useful insights.