Impact of the implementation of a CSR strategy on the satisfaction of external customers in the automotive sector in Morocco: Results of the contextualization study

Abstract

This article is part of the debate on the impact of CSR on the satisfaction of customers, in the specific context of Moroccan automotive companies. The problem addressed is linked to the study of this relationship as a response to the following main question: To what extent does the CSR strategy impact the satisfaction of customers of companies in the automotive sector in Morocco?

For that, we will start by presenting our conceptual model as a theoretical basis, followed by the main results of our contextualization study based on semi-structured interviews conducted with CSR experts in Morocco. Finally, we present the key results emanating from this exploratory phase, thus offering an overview of the underlying dynamics affirming the existence of a direct positive link between CSR and customer satisfaction.

Keywords: CSR, CSR impact, Customer Satisfaction, Automotive sector, Contextualization study.

Classification JEL : M14

Paper type: Empirical Research