The current study highlights the relationship between Corporate Social Responsibility (CSR) and customer loyalty by examining the impact of customer satisfaction in telecommunication industry in Jordan. The primary data of this study was a survey questionnaire which is designed to fit the purpose of the study as well to achieve its objectives. Structural Equation Modelling (SEM) was used to test the study hypotheses. The results showed that CSR does not affect customer loyalty directly; however, CSR impact customer loyalty through the mediating effect of customer satisfaction. The relationship between CSR and customer satisfaction also demonstrated a significant and positive relationship. In terms of the relationship between customer satisfaction and customer loyalty the result showed a significant and consistent with many studies findings. The study findings also revealed the importance of CSR to companies and provided a deep understanding of employing the companies CSR in their marketing initiatives in order to enhance their customer satisfaction and loyalty and proved that the customer satisfaction acts as antecedent of customer loyalty.
Volume 12 | Issue 4
Pages: 299-309
DOI: 10.5373/JARDCS/V12I4/20201444