Abstract

This study investigated the relationship between corporate social responsibility (CSR) and customer retention at ShopRite Shopping Mall at Ring Road, Ibadan, Nigeria. Focusing on how the three key dimensions of CSR (environmental responsibility, community engagement, and ethical practices) influence customer retention and loyalty. A descriptive survey research design was employed, with a sample of 100 regular customers at ShopRite. Data was collected using a structured questionnaire employing a Likert scale format. Descriptive statistics and multiple linear regression analysis were used to analyze the data. The findings revealed statistically significant positive relationships between community engagement and ethical practices, and customer retention. Environmental responsibility showed a positive but non-significant relationship with customer retention. The regression model indicated that community engagement and ethical practices were significant predictors of customer retention. The study highlights the importance of integrating CSR into business strategies to enhance customer loyalty. Recommendations include strengthening community engagement, highlighting ethical practices, enhancing communication of environmental initiatives, and suggesting avenues for future research.