EFFECTS OF CORPORATE SOCIAL RESPONSIBILITY (CSR) ACTIVITIES OF THE RESTAURANTS ON CUSTOMER LOYALTY

To businesses, corporate social responsibility provides many outcomes such as image, prestige and loyalty for businesses. It has been widely explored in various businesses but investigated limitedly in restaurants. In this respect, it's needed to explore the subject in detail for restaurant business. Therefore, in the scope of research, the effect of CSR-related activities of restaurant business on customer loyalty was researched. In this context, a questionnaire was conducted to restaurant customers. Descriptive statistics, factor analysis and regression analysis were performed with obtained data. According to the results, CSR-related activities of restaurant business have six dimensions. When the findings are considered, CSR-related activities realized by restaurant business have positive impact on customer loyalty. Particularly, CSR activities for restaurant employees are more important for customer loyalty.