The Impact of Corporate Volunteering on Customer Loyalty

Corporate volunteering is a powerful tool for marketing communications and strategies of corporate social responsibility. It also has a positive impact on staff motivation. However, there is no information in the academic literature on whether the corporate volunteering program can influence the increase the consumers` loyalty to the company. The aim of this work is to determine the influence degree of corporate volunteering programs both on the perception of the company and customer loyalty to the company exemplifying mobile operators. In this study the first attempt to analyze the corporate volunteering from the perspective of external marketing communications programs and the impact of corporate volunteering in the formation of brand loyal audience is done by analyzing the relationship of customers and potential customers to companies that have a corporate volunteering program The survey showed that corporate volunteering increases customer loyalty only if the basic customers` requirements for the quality of the product are satisfied.