Análisis de la responsabilidad social como base para la fidelización de la marca en la industria de supermercados.

Abstract

The purpose of this present work is to study and analyze the variables related to corporate social responsibility, how this concept is very useful in companies and businesses that in turn integrate these practices to express good business habits and criteria in the management of business practices. It began by analyzing the main concepts and the variables that make up corporate social responsibility, in addition, comparisons were made on the different studies that have been carried out worldwide on the impact that companies had at the time of integrating social responsibility practices to their commercial activities and marketing in order to develop a kind of customer loyalty towards the brand. After having thoroughly studied this concept, we proceeded to collect information through the data collection model called surveys, 400 consumers in the city of Guayaquil and its surroundings in order to establish with data if the main variables which are confidence and loyalty tend to have a direct relationship with the social responsibility practices applied to the commercial activities of the supermarkets in Guayaquil. After statistically analyzing the data collected, the chi-square non-parametric statistical model was used in order to establish whether social responsibility has a direct relationship with consumer loyalty and trust, which are loyalty entities towards the brand.