ISSN: 2265-6294

The Influence Of Corporate Social Responsibility Communication (Csr) On Customer Satisfaction Towards Hypermarkets In Kuala Lumpur Malaysia

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Kadhim Ghaffar Kadhim, Amran Harun, Bestoon Abdulmaged, Ishaq Melhem, Ali Mechman, Ahmed Mohammed

Abstract

This study aimed at identifying the effect of corporate social responsibility communications on customer satisfaction towards hypermarket. In this study, corporate social responsibility communications was investigated based on four dimensions including, public relation, corporate website, social media, and advertising. The use of a survey was employed, in which questionnaires were distributed to the respondents, which were 384 customers of selected hypermarkets located within the area of Kuala Lumpur. An analysis of the collected data was performed using SmartPLS. Based on the result of the statistical analysis, corporate social responsibility communication (Corporate Website, Public Relation, Advertising, Social Media) has a positive effect on customer satisfaction. A conclusion of the study was drawn and a number of recommendations were given based on the findings. One of the major conclusions of the study is that Corporate Social Responsibility Communication can only yield optimal performance and customer satisfaction if it is combined with knowledge, experiences and outstanding abilities in the use of public relations, corporate website, social media and advertising.

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