| | PROBLEMS OF MODERN ECONOMICS, N 1 (45), 2013 | | PROBLEMS OF MARKETING. LOGISTICS | | Firsanova O. V. Professor, Chair of Marketing, St. Petersburg State University of Economy and Finances, PhD (Economics), Professor Potiopkin M. S. PhD student, Chair of Marketing, St. Petersburg State University of Economy and Finances
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| The article discusses a number of theoretical aspects related to the social responsibility of companies and its impact upon the creation of long-term relations with consumers within the framework of the interaction marketing. The author shows the connections between the social responsibility overtaken by the companies and factors that form consumer loyalty, such as trust, satisfaction, and involvement | Key words: social responsibility, consumer loyalty, trust, consumer satisfaction, consumer involvement | Pages: 106 - 108 |
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