EFFECT OF CORPORATE SOCIAL RESPONSIBILITY AS A GAME CHANGER ON BRAND LOYALTY TOWARDS SPA CEYLON

Abstract

1. Introduction In an era where consumers are increasingly conscious of ethical and sustainable practices, Corporate Social Responsibility has emerged as a critical factor in shaping brand reputation and consumer loyalty. While the wellness industry, particularly brands like Spa Ceylon, has gained prominence, the extent to which CSR initiatives directly affect consumer loyalty remains an intriguing question. This study aims to find the effect of CSR as a Game Changer on Brand Loyalty. 2. Research Methodology This research adopts a positivism philosophy and a deductive approach, utilizing a quantitative method to identify the relationship between CSR practices and consumer brand loyalty at Spa Ceylon. A structured questionnaire was used to gather insights from 357 respondents who visited the Spa Ceylon outlet at One Galle Face Mall during July 2024 among 4700 loyal customer bases. Participants were carefully selected using a judgmental sampling technique, focusing on who visited the place more than one time. Data analysis utilized Pearson correlation and multiple regression tests to uncover significant relationships. 3. Findings and Discussion The study reveals that consumers are increasingly drawn to brands that prioritize environmental protection and ethical practices. Spa Ceylon’s dedication to CSR has directly boosted brand loyalty. This study adds to growing evidence that consumers not only value CSR but also reward brands that genuinely embrace it. Unlike past research, this study focuses on the direct impact of specific CSR actions on loyalty, emphasizing their importance for brands to thrive in today’s market. 4. Conclusion and Implications Spa Ceylon’s CSR efforts have proven to be a powerful tool for building brand loyalty. This study underscores the importance of integrating CSR into business strategies and highlights the long-term benefits. It paves the way for future research to delve deeper into how CSR can shape consumer behavior, offering invaluable insights for businesses seeking to strengthen their market position.