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

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  • Ovidiu-Ioan Moisescu

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.

Suggested Citation

  • Ovidiu-Ioan Moisescu, 2015. "The Impact of Customers' Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry," Central European Business Review, Prague University of Economics and Business, vol. 2015(2), pages 21-30.
    • Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:2:id:123:p:21-30
    DOI: 10.18267/j.cebr.123
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    References listed on IDEAS

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    1. Soo-Yeon Kim & Hyojung Park, 2011. "Corporate Social Responsibility as an Organizational Attractiveness for Prospective Public Relations Practitioners," Journal of Business Ethics, Springer, vol. 103(4), pages 639-653, November.
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    4. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    5. Andrea Pérez & Ignacio Rodríguez del Bosque, 2013. "Measuring CSR Image: Three Studies to Develop and to Validate a Reliable Measurement Tool," Journal of Business Ethics, Springer, vol. 118(2), pages 265-286, December.
    6. Andrea Stanaland & May Lwin & Patrick Murphy, 2011. "Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 102(1), pages 47-55, August.
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    Cited by:

    1. Muhammad Ali Jibran Qamar & Sameen Masood & Tehreem Junaid, 2016. "Impact of Corporate Social Responsibility on Customer Satisfaction and Retention: Evidence from the Banking Sector of Pakistan," International Journal of Financial Economics, Research Academy of Social Sciences, vol. 5(1), pages 33-45.
    2. Rajesh Sharma & Vranda Jain, 2019. "CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India," Metamorphosis: A Journal of Management Research, , vol. 18(1), pages 57-67, June.
    3. Arun Madanaguli & Shalini Srivastava & Alberto Ferraris & Amandeep Dhir, 2022. "Corporate social responsibility and sustainability in the tourism sector: A systematic literature review and future outlook," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(3), pages 447-461, June.
    4. Tong Su & Qichen Zhang & Liping Zhang & Poh-Chuin Teo, 0000. "Assessing the Effect of Environment, Social and Governance on Brand Attachment and Brand Loyalty: A Conceptual Paper," Proceedings of Economics and Finance Conferences 14716500, International Institute of Social and Economic Sciences.

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    More about this item

    Keywords

    CSR; customer loyalty; mobile telecommunication;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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