Corporate Social Responsibility a Tool in Building Sustainable Relationships with Customers

Abstract

This study aims at identifying the role of the use of Corporate Social Responsibility (CSR) as a marketing tool in building sustainable relationships with customers in Algerian companies. An appropriate random sample was taken, composed of (65) Algerian companies located in the industrial areas of M’Sila (and its environs) and Bordj Bou Arreridj, from different types, activities, and sizes. And to achieve the objectives of the study a questionnaire was designed as a principal research tool for the purpose of collecting data from the managers and owners of these companies, it was the use of statistical Package for Social Sciences (SPSS) for data analysis questionnaires depending on the averages and standard deviations, etc. The study has found that the Algerian companies under study recognize the importance of the application of Corporate Social Responsibility as a marketing tool, and that Corporate Social Responsibility contributes in the Algerian companies under study in building sustainable relationships with customers, through the achievement of customer’s attraction, trust, commitment, satisfaction, retention and loyalty.