The Impact of Customers’ Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry

Ovidiu-Ioan Moisescu




Central European Business Review, 2015, vol. 2015, issue 2, pages 21-30


Abstract:
The goal of the current research is to analyze the impact of customers’
perceptions of corporate social responsibility (CSR) on their loyalty
towards mobile telecommunication companies within the particular
socio-cultural and economic context of one of the largest national
markets of Central and Eastern Europe. In order to achieve this goal, a
survey was conducted among a sample of 1,464 mobile telecommunication
customers from the urban area of Romania. The findings point out the
fact that Romanian mobile telecom customers’ loyalty is not
significantly impacted by how they perceive their service suppliers’
responsibilities with regard to their employees or economic success,
while their perceptions of companies’ responsibilities towards
customers, public authorities, the environment, community development,
and sponsorship have a significant impact on corporate brand loyalty.
The findings have managerial implications in what concerns the
appropriate implementation and communication of CSR policies by mobile
telecommunication companies from the region in order for them to enhance
their customer’s loyalty.


Keywords: mobile telecommunication; customer loyalty; CSR (search for similar items in EconPapers)

JEL-codes: M31 (search for similar items in EconPapers)

Date: 2015

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