*Corresponding Author 
 
 
 
 
 
 
RELATION BETWEEN CUSTOMER-FOCUSED 
CORPORATE SOCIAL RESPONSIBILITY INITIATIVES 
AND CUSTOMER LOYALTY INTENTIONS IN THE 
CONTEXT OF THE COVID-19 PANDEMIC 
 
Laura Pilukiene* 
Vilnius University,  
Lithuania 
laura.pilukiene@evaf.vu.lt  
Irma Spudienė 
UAB DSP Plius, 
Lithuania 
irma@dspplius.lt 
 
 
 
Abstract 
 
The number of research concentrating on the implementation of social 
responsibility initiatives in the context of extraordinary circumstances, e.g., 
the COVID-19 pandemic, has increased. This paper examines the links 
between the customer-focused corporate social responsibility initiatives (in 
the period of COVID-19 pandemic) and customer loyalty intentions, focusing 
on whether customers’ age or gender has any effect in this regard. Research 
results have shown that social responsibility initiatives with respect to 
customers carried out during the period of the COVID-19 pandemic are 
related to their loyalty intentions towards the company. It is worth to 
emphasize that no data has been obtained to support the statement that 
customers’ age and gender are proper moderators affecting the relation 
between customer-oriented social responsibility initiatives carried out in the 
period of the COVID-19 pandemic and the customers’ loyalty intentions. 
 
 
Key Words 
 
Social responsibility initiative; customer loyalty intention; COVID-19. 
 
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INTRODUCTION 
 
The effectiveness of social responsibility initiatives is often analysed from the 
viewpoint of customers’ behaviour, loyalty to the company, satisfaction with 
the company’s products, etc. Most studies confirm the connection between 
customers’ behaviour, their decision to buy or repeatedly buy and corporate 
social responsibility initiatives (Castaldo et al., 2009). The study 
commissioned by the Ministry of Social Security and Labour of the Republic 
of Lithuania Public Opinion Research on Corporate Social Responsibility in 
2020 revealed the attitude of most respondents that companies should not 
only seek profit but also take into consideration the principles of social 
responsibility such as responsible treatment of employees and customers, 
protection of natural environment, etc. Most customers of the modern market 
perceive corporate social responsibility initiatives as necessity (Onlaor and 
Rotchanakitumnuai, 2010). The existing and potential clients expect that 
business companies will operate in accordance with standards of ethical 
conduct and should a company adopt a socially irresponsible business 
approach customers can “punish” the company (Joyner and Payne, 2002). 
Only appropriate, proactive initiatives improve consumers’ attitude towards 
company’s products or services and boost their buying intentions; for this 
reason, it is important that customers realize initiatives as necessary and 
reasoned (Becker-Olsen et al., 2006). One must understand that social 
responsibility initiatives shall match not only the company’s main activities 
but also consumers’ values (Chuah et al., 2020). Customers’ buying intent, 
assessment of a company and its activity (products) are affected by a 
subjective level of consumers’ perception which becomes important in 
pursuance of customers’ loyalty and long-lasting connection with the 
company (Marin et al., 2009). The perception of social responsibility 
initiatives is based on values and is influenced by demographic 
characteristics of customers; therefore, the author(s) of the paper chose to 
analyse the factors of customers’ age and gender as moderators. 
As regards research on connections between social responsibility 
initiatives and customer loyalty and loyalty intents, it should be noted that 
regardless of the many existing evidence of relationship between social 
responsibility initiatives carried out by companies and customer loyalty or 
loyalty intents, this field of research is still limited. Research on the potential 
benefits of social responsibility initiatives in the hard times, under the 
conditions of unfavourable external environment, is insufficient and lacking. 
According to Liu et al. (2020), the COVID-19 pandemic has some unique 
aspects. First of all, it implies a long period and a large area of coverage. 
Secondly, the COVID-19 pandemic has compelled many small and medium-
sized companies to suspend their activities to certain extent and to tackle 
the encountered difficulties. There is little research into social responsibility 
initiatives carried out during the COVID-19 pandemic as a measure of 
combating the problems the present crisis has posed and at the same time 
promoting customers’ loyalty intents. There have been little studies with the 
research of the benefits of individual social responsibility initiatives (focused 
Advances in Business-Related Scientific Research Journal, Volume 13, No. 1, 2022 
 
53 
on customers, employees, natural environment, etc.)  in the period of crisis 
either.  The impact of social responsibility initiatives in the segments of 
different customers (e.g., of different age, gender, education), particularly in 
moments of crisis, has not been much analysed either.  
The research of this paper examined the attitude of customers of a 
specific company, products of which have become popular and relevant 
during the COVID-19 pandemic, towards social responsibility initiatives 
focused specifically on customers and carried out during the said period of 
the pandemic. This decision was determined by the fact that the authors 
wanted to analyse the advantages of social responsibility initiatives 
implemented during the crisis in the real-world context. Thus, customers of 
this company were asked to provide their attitude on responsible actions of 
the company aimed at customers in time of crisis and the researchers 
explored whether such social responsibility initiatives had an impact on 
customers’ loyalty intents with respect to the company. The purpose of the 
article is to analyse the links between customer-oriented corporate social 
responsibility initiatives and clients’ loyalty intents in the context of the 
COVID-19 pandemic focusing on a specific example of wholesale and retail 
sale of personal protective equipment company. 
The article starts with the theoretical aspects of social responsibility 
initiatives and customer loyalty as well as the development of a conceptual 
research model. The methodological part describes the sample of the 
respondents and the measurement scales; afterwards, a discussion on the 
results of the research is presented. Finally, the theoretical and managerial 
benefits of the research are highlighted; limitations of the research and 
potential future research are outlined.  
 
 
LITERATURE REVIEW  
 
Social Responsibility Initiatives 
 
Social responsibility initiative is a characteristic or an obligation (of a 
company) to perform in a responsible and ethical manner both within the 
organisation and outside it (Blenkhorn and MacKenzie, 2017) or a concept 
of running business with a voluntary contribution of a company to the 
improvement of the environment and processes taking place in the society 
(Mello et al., 2020). As McWilliams and Siegel (2001) put it, corporate social 
responsibility initiatives demonstrate that a company strives to not only 
safeguard its interests but to also engage in activities that would promote 
social welfare. Numerous authors (Maignan, 2001; Maignan and Ferrell, 
2000; Simanaviciene et al., 2012; Seifert et al., 2003) emphasise the 
diversity of social responsibility and its manifestation through different forms, 
however, Dimitriadis and Zilakaki (2019) state that most often the true goal 
is a positive corporate image and reputation. Corporate social responsibility 
initiatives foster ethical balance between the profit seeking and the benefits 
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for the society and may be related to the problems of employment of people 
with disabilities, production and use of nature-friendly products and other 
environmental problems, communication with the public, employees and 
customers about initiatives carried out. Espasandin-Bustelo et al. (2021) 
stress employee-focused corporate social responsibility initiatives which 
increase the level of staff motivation and satisfaction with work. According to 
Lo and Kwan (2017), a company, which implements social responsibility 
initiatives, operates on the basis of a sustainable financial model, develops 
innovation, re-invests part of its profit in specific selected social activities, 
offers its employees favourable opportunities, acts in accordance with the 
existing laws, also promotes other companies to implement social 
responsibility initiatives. Qiu et al. (2021) also support the latter statement 
claiming that social responsibility initiatives may be linked to the 
development of employees’ benefits, consumption of renewable resources, 
protection of nature, charity, volunteerism or cooperation with local 
communities. 
Welford (2005) analyses twenty different aspects of social responsibility 
starting with the commitments to local community and finishing with the 
improvement of the rules of ethics and support for sustainable development. 
Other authors analyse customer focus, natural environment, ethics-moral, 
and charitable dimensions of social responsibility (Gonzalez-Rodrıguez, et 
al., 2015). Aspects, which are most often accentuated in relation to social 
responsibility, are the following: environmental, community (society), 
interested parties, economic and free will or volunteerism (Dahlsrud, 2008), 
also workplace and a distinct individual (Lacey and Kennett-Hensel, 2010). 
Carroll (1991) suggested that social responsibility be made of economic, 
legal, ethical and philanthropic aspects which were later elaborated on by 
many other authors (e.g., Burton et al., 2000). Most studies involve an 
analysis of social responsibility initiatives which is based on a few aspects, 
for instance, Gonzalez-Rodrıguez et al. (2015), Martinez et al. (2014) 
measure social responsibility initiatives in terms of social, environmental and 
economic dimensions. Salmones et al. (2005) examined service customers’ 
attitude towards social responsibility initiatives from the point of view of three 
(economic-financial, ethical and philanthropic) dimensions. The research 
dwelled on in the article analyses corporate social responsibility initiatives 
with the focus on the aspect of customers. 
 
Customer-focused Corporate Social Responsibility Initiatives 
 
Studies on social responsibility initiatives conducted by a number of authors 
(Gonzalez-Rodrıguez, et al., 2015; McDonald and Hung Lai, 2011; Yusof et 
al., 2011), who assessed different aspects, confirm the impact of customer-
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oriented initiatives on clients’ loyalty or satisfaction with the products bought 
(services provided). Results of the research by Yusof et al. (2011) revealed 
that customer-oriented social responsibility initiatives, specifically, have the 
biggest effect on customers’ loyalty. McDonald and Hung Lai (2011) 
approved of the latter idea stating that social responsibility initiatives focused 
on customers are more significant in terms of customers’ behaviour and 
attitude compared to philanthropic initiatives and environmental ones as they 
give direct functional benefit to the customer. Conclusions of the study 
carried out by Saleem and Gopinath (2015) also demonstrated that the 
environmental aspect of social responsibility initiatives has no significant 
impact on the customers’ behavior (trust in company, loyalty to the brand, 
desire to pay the price). This was acknowledged by Auger et al. (2006) who 
identified greater significance of customer-focused social responsibility 
initiatives compared to environmental initiatives. 
 
Social Responsibility Initiatives in the Context of the Covid-19 
Pandemic 
 
During the COVID-19 pandemic, various corporate social responsibility 
initiatives and projects have become even more important in the area of 
public relations and image development (Tworzydlo et al., 2021), and this, 
undoubtedly, is oriented towards the existing and potential consumers. To 
tackle the challenges of the crisis and operate under new conditions of the 
pandemic, it is important for the companies to carry out customer, employee 
and other interested parties–oriented social responsibility initiatives and 
secure their profitability as well as to manifest social sensitivity in the context 
of the COVID-19 pandemic (Panagiotopoulos, 2021). As He and Harris 
(2021) put it, the COVID-19 pandemic has given the companies the 
opportunity to actively carry out their social responsibility initiatives 
(especially, in relation to the efforts to fighting the virus) to strengthen their 
relationship with customers, to develop a more durable connection with 
customers and the general public. Conclusions drawn by Vătămănescu et 
al. (2021) following the research into the attitude of fashion company clients 
towards social responsibility initiatives in the period of the  COVID-19 
pandemic (the authors also analysed the pre-pandemic period) have 
revealed that consumers put a great emphasis on various actions by 
companies in relation to circle economy, respect to employees’ rights and 
well-being, and usage of reusable, renewable resources, as well as targeted 
initiatives aimed at reducing the spread of the virus. Although there is plenty 
of evidence of the importance of social responsibility during the COVID-19 
pandemic, it should be stressed that the skill to be a sustainable and 
responsible company cannot be expanded within a brief period of time 
(Hassan et al., 2021). According to the authors, it is very likely that 
companies which have managed to overcome the negative impact of the 
COVID-19 pandemic, had acted in a socially responsible way before the 
crisis and had presented their attitude to social responsibility to the 
customers. 
 
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Customer Loyalty Intentions 
 
A considerable number of studies on correlation between corporate social 
responsibility initiatives and customers’ behaviour (buying or repeated 
buying, buying intents, and loyalty intents) have been carried out (Amatulli 
et al., 2018; Brown and Dacin, 1997; Ellen et al., 2000; Folkes and Kamins, 
1999; Sen et al., 2006; Sen and Bhattacharya, 2001). The significance of 
such studies is substantiated by the fact that social responsibility is one of 
the key components which may shape customers’ attitude towards a brand, 
its evaluation and intents to buy products or services of that brand (Luo and 
Bhattacharya, 2006), which, in turn, evolves into customers’ loyalty intents. 
Akbari et al. (2020), Choi and La (2013), Lacey and Kennett-Hensel (2010), 
Markovic et al. (2018), Stanaland et al. (2011), Yusof et al. (2015) highlight 
the impact of social responsibility initiatives on the increasing customers’ 
loyalty to the company, development of a long-lasting connection with the 
company and its build-up in the course of time. Social responsibility 
initiatives, in particular, form a company’s reputation, view in the eyes of 
customers, which may positively affect customers’ loyalty to the company 
(Aramburui and Pescador, 2019).  For example, an image of a socially 
responsible service provider may boost customer satisfaction and loyalty 
through emotions which are generated by the company and through 
emotions and feelings evoked by products or services the company offers 
(Perez and Rodríguez Del Bosque, 2015a). Dimitriadis and Zilakaki (2019) 
emphasize the mediating function played by company image and client 
satisfaction for developing the relationship between social responsibility 
initiatives and client loyalty. The latter conclusion is approved of by Walsh 
and Bartikowski (2013) who state that a positive customers’ opinion about a 
company as a result of socially responsible performance of a company is 
closely related to customers’ loyalty. Corporate social responsibility 
initiatives visible to customers shape their attitude and feelings and, 
certainly, their behaviour and tendency to buy repeatedly or recommend to 
others (Perez and Rodrguez Del Bosque, 2015a). The tendency of 
customers to maintain their consumption habits forms their loyalty to the 
company (Nguyen and Leblanc, 2001). The same was concluded by 
Mercadé-Melé et al. (2018) whose research illustrate positive causal relation 
between the understanding of social responsibility and customer loyalty 
intentions or buying intents. 
 
Customer Age and Gender as Moderators 
 
Social responsibility initiatives are frequently analysed taking into 
consideration customers’ demographic aspects, such as age, gender, and 
education (Diamantopoulos et al., 2003; Perera and Hewege, 2016; Perez 
and Rodrguez del Bosque, 2015b). Outcomes of the studies which examine 
social responsibility initiatives in terms of demographic aspects turn out to 
be very different. For instance, the results of research conducted by Perez 
and Rodrguez del Bosque (2015b) in the bank segment unveiled that 
customers’ demographic characteristics (gender, age and education) are not 
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good moderators for shaping customers’ attitude towards social 
responsibility initiatives. Meanwhile, the conclusions by Youn and Kim 
(2008) show that female as well as higher education and higher income 
customer groups tend to support social responsibility initiatives more.  
Age is often indicated as one of the most important factors to have effect 
on the customers’ perception of the corporate social responsibility initiatives 
(Quazi, 2003). According to Arlow (1991) customers’ age is reflection of their 
knowledge, attitude towards social responsibility initiatives and a factor that 
determines their behaviour. An increasing amount of scientific research is 
carried out with a focus on the viewpoint of a younger generation 
representatives (Millennials and Gen Zers) to sustainable products and 
corporate social responsibility initiatives (Vătămănescu et al., 2021). There 
is considerable evidence that younger customers pay more attention to 
social responsibility initiatives than older customers and put more effort in 
trying to behave responsibly (Diamantopoulos et al., 2003); younger 
customers seem to be more interested in social responsibility initiatives 
(Arlow, 1991). Studies by Tian et al. (2011) revealed that persons born 
around 1970, whose standpoint was affected by both traditional and modern 
world values with regard to the purchase of goods or services, tend to have 
a neutral attitude towards social responsibility initiatives. However, some 
contrary conclusions may also be found, for instance, as claimed by Carrigan 
et al. (2004), older consumers tend to pay more attention to ethical issues 
when buying goods or services.  
In the opinion of most authors (Arlow, 1991; Burton and Hegarty, 1999; 
Juscius and Dargienė, 2015; Quazi, 2003), clients’ gender is also one of the 
key factors which influence customers’ understanding of social responsibility 
initiatives, which, undoubtedly, has an effect on their behaviour and loyalty. 
Arlow (1991), Burton and Hegarty (1999) noticed a trend that women value 
business ethics and social responsibility more than men. The existing 
different results of research with regard to the impact of customers’ 
demographic factors on their attitude towards social responsibility initiatives 
determine relevance of such research. Especially for the fact that today the 
analysis of social responsibility initiatives becomes important in the context 
of extraordinary external environment (the COVID-19 pandemic). 
 
 
HYPOTHESES DEVELOPMENT 
 
The literature review indicated that correlation between social responsibility 
initiatives (oriented towards customers, in particular) carried out during the 
COVID–19 pandemic and customer loyalty intentions, also given customers’ 
demographic aspects, is highly relevant but has still been little examined.  
H1: Customer-focused corporate social responsibility initiatives during the 
Covid-19 pandemic are positively related to customer loyalty intentions. 
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H2: Customer age moderates the relationship between customer-focused 
corporate social responsibility initiatives during the Covid-19 pandemic and 
customer loyalty intentions. 
H3: Customer gender moderates the relationship between customer-
focused corporate social responsibility initiatives during the Covid-19 
pandemic and customer loyalty intentions. 
 
Figure 1 represents the conceptual model of the paper in which the 
hypotheses made are summarised.  
 
Figure 1: The conceptual model 
 
                               
Source: Own survey. 
 
 
METHODOLOGY  
 
Sample and Data Collection 
 
The empirical research was carried out focusing on the company, which has 
operated since 2007 in Lithuania. The company engages in wholesale and 
retail sale of personal protective equipment (it offers the range of over 15,000 
items from a variety of countries: work clothing and footwear, glasses, 
gloves, hearing protection devices, helmets, products for working at height, 
respirators and face masks, fire-extinguishers).  
During the COVID-19 pandemic, when the lockdown was imposed in 
Lithuania (March 2020 – April 2021), the company carried out numerous 
social responsibility initiatives focused on customers: actively produced 
textile face masks and face shields, not only sold but also donated them; 
publicised information on the situation with regard to illegal respirator sellers 
in the market; taught people how to choose proper respirators, face masks, 
and check certificates of the goods offered in the market, etc. Products 
offered by the company were particularly in demand during the first lockdown 
when the emergency situation was declared in Lithuania (16 March –16 June 
2020) and there was a shortage of protection (face masks, respirators, liquid 
disinfectant, etc.)  against the coronavirus (COVID-19) in the market, and its 
social responsibility initiatives oriented towards customers were of high 
relevance. 
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Respondents of the quantitative survey were the persons who first time 
bought goods/services offered by the company during the first lockdown (16 
March –16 June 2020) and later decided to purchase products of the 
company repeatedly for the second time in 2021. The research is aimed at 
identifying whether loyalty intents of the respondents (to buy repeatedly) 
might be linked to active customer-focused social responsibility initiatives 
which were carried out by the company in the time of crisis. The number of 
the respondents totalled to 204; they were customers of the company of 
wholesale and retail sale of personal protective equipment. The survey was 
carried out in the period from April to September 2021. 
 
Research Instrument 
 
Evaluations of social responsibility initiatives involving the customer aspect 
were measured according to the adapted scale referring to Oberseder et al. 
(2014). This scale was adapted for the period of the COVID-19 pandemic 
according to the scale applied by Glavas and Godwin (2013), Liu et al. 
(2020). Customer loyalty intents were measured using a modified scale 
composed with reference to Dagger et al. (2011) and Iglesias et al. (2020). 
Respondents indicated their opinions on scale items on a five-point Likert 
scale of 1 (strongly disagree) to 5 (strongly agree). The Cronbach’s alpha 
values for the overall scale is 0.957, while those for each construct are 
between 0.902 and 0.923 (calculated using SPSS 23). The composite 
reliability (CR) value is between 0.76 and 0.81 (Table 1). 
 
Table 1: Construct validity for scales 
Factors Items Cronbach‘s 
Alpha 
Average 
variance 
extracted 
(AVE) 
Composite 
reliability 
(CR) 
The customer-
focused corporate 
social responsibility 
initiatives in the 
period of COVID-19 
pandemic  
(6 items) 
I consider that the company I 
use its production (buy second 
time), at the pandemic, does… 
1) …implement fair sales 
practices. 
2) …label products 
clearly and in a 
comprehensible way.  
3) …meet quality 
standards.  
4) …set fair prices for 
products.  
5) …offer safe (not 
harmful) products. 
6) …offer the possibility 
to file complaints 
0.902 0.44 0.81 
The customer 
loyalty intentions 
(3 items) 
1) I consider the 
company my first 
choice when I 
purchase the 
production or services 
the company supplies. 
2) I am willing to maintain 
my relationship with 
the company. 
0.923 0.52 0.76 
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3) I want to be loyal to 
the company. 
Source: Own survey. 
 
 
DATA ANALYSIS 
 
Descriptives 
 
The analysis is based on the sample of 204 respondents (customers of the 
company of wholesale and retail sale of personal protective equipment). The 
sample included 44.6 per cent men and 55.4 per cent women; 44.6 per cent 
of the respondents were up to 50 years old. The average mean scores of 
each of the constructs and items are shown in Table 2. Correlation between 
the constructs (the customer-focused corporate social responsibility 
initiatives in the period of COVID-19 pandemic and the customer loyalty 
intentions) is 0.796 (significant at the 0.01 level, 2-tailed).  
 
Table 2: Descriptive statistics (the average mean scores and standard 
deviations) 
Constructs Mean SD Items Mean SD 
The customer-focused 
corporate social 
responsibility initiatives in 
the period of COVID-19 
pandemic  
(6 items) 
4.20 0.584 
I consider that the company I use its production (buy 
second time), at the pandemic, does… 
1) …implement fair sales 
practices  
3.98 0.775 
2) …label products clearly and 
in a comprehensible way  
4.32 0.696 
3) …meet quality standards  
4.29 0.695 
4) …set fair prices for 
products  
4.14 0.695 
5) …offer safe (not harmful) 
products  
4.33 0.691 
6) …offer the possibility to 
file complaints 
4.15 0.721 
The customer loyalty 
intentions 
(3 items)  
4.33 0.660 
1) I consider the company my 
first choice when I 
purchase the production or 
services the company 
supplies 
4.24 0.683 
2) I am willing to maintain 
my relationship with the 
company  
4.37 0.721 
3) I want to be loyal to the 
company  4.39 0.725 
  Source: Own survey. 
 
Tests of hypotheses 
 
The regression coefficient of the main effect is significant at p-levels less 
than 0.05, in support of the positive impact of the customer-focused social 
responsibility initiatives in the period of COVID-19 pandemic to the intention 
of customers loyalty (on the table 3). The customer-focused social 
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responsibility initiatives in the period of COVID-19 pandemic significantly and 
positively influences the customer loyalty intentions in support of the 
hypothesis H1. 
 
Table 3: Basic model effect 
Customer loyalty intentions Coefficient t-
statistic 
p-
value 
R2 Adjusted 
R2 
F Ratio 
Constant 0.514 2.553 0.011 0.645 0.643 367.207 
Customer-focused social 
responsibility initiatives in the 
period of COVID-19 pandemic  
0.909 19.163 0.000 
   
  Source: Own survey. 
 
The table 4 shows that with the inclusion of the interaction effect of age 
in the relationship between the customers loyalty intentions and customer-
focused social responsibility initiatives in the period of COVID-19 pandemic, 
the value of R2 has increased from 0.652 to 0.656, the adjusted R2 has 
increased from 0.648 to 0.651. Adjusted R2 value shows that about 65,1% 
of the variation in the customers loyalty intentions is represented by 
customer-focused social responsibility initiatives in the period of COVID-19 
pandemic wherein age works as a moderator. However, the model with 
moderation effect (on the table 4) has the p-value of 0.121 for interaction 
effect which shows that the hypothesis H2 of having moderating effect of age 
on the linkage between the customers loyalty intentions and customer-
focused social responsibility initiatives in the period of COVID-19 pandemic 
is not supported (0.121>0.05). However, the p-value of age shown in model 
without moderation effect (on the table 4) is less than the significance level 
(0.049 < 0.05). Thus, age works as an independent variable in influencing 
the customers loyalty intentions instead of a moderator.  
 
Table 4: Moderated regression (Age) 
Customer loyalty intentions Coefficient t-
statistic 
p-
value 
R2 Adjusted 
R2 
F Ratio 
Model without moderation 
effect  
      
Constant 0.765 3.231 0.001 0.652 0.648 188.201 
Customer-focused social 
responsibility initiatives in the 
period of COVID-19 pandemic 
0.898 18.922 0.000 
   
Age -0.005 -1.977 0.049 
   
Moderation Effect  
      
Constant 1.858 2.511 0.013 0.656 0.651 127.170 
Customer-focused social 
responsibility initiatives in the 
period of COVID-19 pandemic 
0.890 18.733 0.000 
   
Age -0.030 -1.839 0.067 
   
Interaction 0.067 1.559 0.121 
   
Source: Own survey. 
 
The model with moderation effect on the table 5 is explaining the 
customers loyalty intentions with three predictors which are customer-
focused social responsibility initiatives in the period of COVID-19 pandemic, 
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gender and interaction term between customer-focused social responsibility 
initiatives in the period of COVID-19 pandemic and gender (male or female). 
The table 5 shows that with the inclusion of the interaction effect of gender 
in the relationship between the customers loyalty intentions and customer-
focused social responsibility initiatives in the period of COVID-19 pandemic, 
the value of R2 is same 0.646, but the adjusted R2 has decreased from 0.642 
to 0.640. The model with moderation effect (on the table 5) has the p-value 
of 0.738 for interaction effect which shows there is no indication of 
moderating activity (0.738>0.05). The result in the regression not supported 
the hypothesis H3 of having moderating effect of gender on the linkage 
between the customers loyalty intentions and customer-focused social 
responsibility initiatives in the period of COVID-19 pandemic. Gender is no 
good moderator for the relationship between customer-focused social 
responsibility initiatives in the period of COVID-19 pandemic and customer 
loyalty intents. In addition, customers’ gender as an independent variable 
has no statistically significant effect on customer loyalty intentions (model 
without moderation effect, p-value of 0.630). 
 
Table 5: Moderated regression (Gender) 
Customer loyalty intentions Coefficient t-
statistic 
p-
value 
R2 Adjusted 
R2 
F Ratio 
Model without moderation 
effect 
      
Constant 0.523 2.584 0.010 0.646 0.642 183.023 
Customer-focused social 
responsibility initiatives in the 
period of COVID-19 pandemic 
0.910 19.132 0.000 
   
Gender -0.027 -0.482 0.630 
   
Moderation Effect  
      
Constant 0.590 2.078 0.039 0.646 0.640 121.514 
Customer-focused social 
responsibility initiatives in the 
period of COVID-19 pandemic 
0.908 18.957 0.000 
   
Gender -0.161 -0.398 0.691 
   
Interaction 0.016 0.335 0.738 
  
 
 
Source: Own survey. 
 
 
THEORETICAL CONTRIBUTIONS 
 
This research fills in the gaps of theoretical insights about the influence of 
customer-oriented social responsibility initiatives on customer loyalty intents 
during a crisis – the COVID-19 pandemic, in the given case. The paper 
expands the list of literary sources on social responsibility initiatives and 
substantiates the importance of customer-oriented social responsibility 
initiatives during a crisis. The main conclusion resulting from the research is 
that customers’ age and gender is not a significant moderator to strengthen 
the impact of customer-oriented social responsibility initiatives on their 
loyalty intents during the crisis (in this case, during the COVID-19 
pandemic).This outcome echoes previous conclusions (drawn by Perez and 
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63 
Rodriguez del Bosque, 2015b), which illustrate that clients’ age and gender 
are not good moderators to have the potential of changing the relationship 
between two other variables – customer-oriented social responsibility 
initiatives and customers’ loyalty intentions with regard to a company. 
 
 
MANAGERIAL IMPLICATIONS 
 
The findings of this research also provide several practical implications for 
the company under consideration as well as other business entities that carry 
out customer-oriented social responsibility initiatives (in particular, the 
companies which implement customer-focused social responsibility 
initiatives during a crisis under the operation of unfavourable factors of 
external environment, e.g., the COVID-19 pandemic). The research results 
confirm the conclusions made by Yusof et al. (2011) who stated that 
customer-oriented social responsibility initiatives is a significant element that 
influences customer loyalty intents (even during the COVID-19 pandemic). 
It should be noted that, nevertheless, neither customers’ gender, nor their 
age are the factors that would successfully moderate the connection 
between the customer-focused social responsibility initiatives during the 
COVID-19 pandemic and customer loyalty intents, i.e. they are not the 
factors that might increase or reduce the intensity of this correlation. 
Customers’ gender and age are not the factors that intensify the effect of 
customer-oriented social responsibility initiatives carried out in the time of 
crisis on customers’ loyalty intents. Companies which seek to enhance 
customer loyalty through social responsibility initiatives during a crisis should 
bear in mind that customers’ gender and age are not the factors which are 
important in trying to promote the desired changes. This leads to the 
conclusion that during a crisis it is not reasonable for a company to 
implement social responsibility initiatives which focus more on men or 
women as well as on younger or older persons. 
 
 
LIMITATIONS AND FUTURE RESEARCH 
 
The generalizability and applicability of the research conclusions are limited 
by a few aspects. The first limitation is the fact that the research takes into 
consideration solely the attitude towards social responsibility initiatives of 
customers of one particular company and includes examination of their 
loyalty intents. For instance, the influence of social responsibility initiatives 
on customer loyalty intentions may be very different in companies which 
operate in different economic areas. It is worth to mention that products of 
the company under consideration was necessary and in demand by most 
customers during the coronavirus pandemic (e.g. respirators, face masks), 
also the customer-oriented social responsibility initiatives carried out by the 
company were of high relevance, for this reason, these aspects might have 
affected their desire to buy the products offered by this particular company. 
In the future, it would be reasonable to examine customer-focused social 
Advances in Business-Related Scientific Research Journal, Volume 13, No. 1, 2022 
 
64 
responsibility initiatives carried out by the companies whose products are 
dispensable and inessential during a hard time such as the COVID-19 
pandemic (under unfavourable external factors) and their connection with 
the customer loyalty intentions. The second limitation is related to the 
moderators involved in the research. It would be reasonable to investigate 
other moderating variables in the future, for instance, customers’ education 
and income, previous shopping experience, also loyalty programmes run by 
a company. The third limitation was that the research involved only one 
aspect, i.e. customer-oriented social responsibility initiatives, therefore, it 
would be useful to analyse the impact of other social responsibility initiatives 
(environmental or employee-oriented) on customers’ loyalty, particularly, in 
the time of crisis (when unfavourable factors of external environment act). 
 
 
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