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What is Customer Satisfaction

Chapter 15

Customer Satisfaction and Sustainability Initiatives in the Fourth Industrial Revolution

A measure of how products and services supplied by a company meet or surpass customer expectation.

Published in Chapter:

Millennial's Involvement in Corporate Social Responsibility

Eleonora Rapiti (University of Tuscia, Italy) and Cecilia Silvestri (University of Tuscia, Italy)

Source Title: Customer Satisfaction and Sustainability Initiatives in the Fourth Industrial Revolution

DOI: 10.4018/978-1-7998-1419-1.ch015

Abstract

Corporate Social Responsibility (CSR) has come to be regarded as a great strategic marketing tool and an important part of the business paradigm (Supanti and Butcher, 2019). Several authors (i.e. Choi and La, 2013) studied CSR as a driver of satisfaction and loyalty. This chapter focused on the behavior of Millennials to which CRS is an integral part of their lives. However, studies in the literature on this topic are limited. The chapter fills the gap of existing literature and increases knowledge on this issue by: (1) identifying, through factor analysis, the dimensions of CSR and (2) analyzing, through cluster analysis, the relationships between CSR and Customer Satisfaction (CS) and Customer Loyalty (CL) of different Millennials groups. The results show how the knowledge of the CSR conditions the behavior of millennials by helping to increase their level of satisfaction and loyalty.