@article{article_473933, title={Role of Social Responsibility Campaigns in Creating Customer Loyalty and an Application}, journal={Ege Academic Review}, volume={13}, pages={29–42}, year={2013}, author={Özgüven, Nihan}, keywords={Social responsibility concept, social responsibility campaigns, customer loyalty}, abstract={Technological developments and globalization abolished the national borders and consequently competition became fiercer in the business world. Social responsibility campaigns come into play as a new competitive strategy; via social responsibility campaigns, companies express concern on the societal benefits and take a part in the resolution of certain social problems. Social responsibility campaigns help companies improve their image among the customers and thereby customers feel themselves more affiliated with those companies. Positive image created by the social responsibility campaigns could trigger product and service trial for those companies and could potentially turn into customer loyalty in time provided that customers are satisfied with the product and services they have tried. The aim of the study is to measure the the the loyalty to business level of the X Bank’s customers. The questionnaire method is prefered at the study. Within the scope of questionnaire method, at the determination of subjects that will participate the research, to provide randomness between customers of X bank, one out of every 5 customer that are waiting in line at the bank to make a transaction were included in the study. That kind of sampling is systematic sampling. According to research results, there is a positive relationship between trust, customer satisfaction and customer loyalty and a positive relationship between satisfaction and loyalty is identified. It had been found that the trust and satisfaction variables have a very important role, there is satisfaction variable between trust and loyalty and satisfaction has a mediator role. It was also found that the customer satisfaction has a direct impact on customer loyalty and it provides the relationship between other variables and loyalty. In this study, I analyzed the social responsibility and social responsibility campaign concept and I provided detailed information on the concept of customer loyalty. And then I reported the findings of a survey based study which analyzes the effectiveness of social responsibility campaigns successfully run by an important bank in Turkey}, number={1}, publisher={Ege University}