We show the importance that Social Responsibility policies have for companies as a precursor to customer satisfaction and loyalty to a company.

Our results demonstrate the relationship between regional development and business sustainability strategies that integrate Social Responsibility practices. The development of a region is intrinsically linked to transport networks that promote the integration and growth of productive systems. The results obtained allow us to conclude that CSR and Service Quality have an impact on academic tourists’ satisfaction and loyalty to the Metro of Porto. From a sample of 256 academic tourists, customers of the Metro of Porto, a quantitative analysis was carried out using the structural equation model (SEM-PLS). Our proposed research model seeks to determine how CSR and a sustainable orientation influence academic tourists’ loyalty to the Metro of Porto transport services as well as their link to Service Quality, Perceived Value, Corporate Image and Tourist Satisfaction. More specifically, our study aims to assess the satisfaction of academic tourists with the Metro of Porto and, additionally, to analyze the variables that determine the satisfaction and loyalty of these tourists to this specific transport company, which has never been achieved before. In this context, the current study purposes to demonstrate how Corporate Social Responsibility (CSR) and a sustainable orientation influence the satisfaction and loyalty of academic tourists to the Metro of Porto (in Portugal). The process involves defining and implementing Social Responsibility strategies that leverage organizational competitiveness and sustainability. Firms aim at achieving their economic interests without neglecting the needs of local and regional communities and the environment itself.

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