The Effects of Corporate Social Responsibility on Corporate Image, Customer Satisfaction and Customer Loyalty: An Empirical Study on the Telecommunication Industry

Abstract

The government requires enterprises to have adequate corporate social responsibility (CSR) and as such must prepare CSR reports to detail the avoidance of improperly obtained profits. Selling price is no longer the sole factor of purchase behavior to ensure that customers acquire better goods and a higher quality of service. The corporate image of enterprises within an industry has become the key factor of purchase behavior. Therefore, the implementation of CSR will not only affect corporate image, but also affect customer satisfaction and loyalty. This paper attempts to investigate whether or not CSR serves to enhance corporate image, customer satisfaction and loyalty in the telecommunication industry. After the questionnaire process was completed, regression studies were used to test the hypotheses. The results show that the implementation of CSR in the telecommunication industry has a positive impact on corporate image, customer satisfaction and loyalty.

Corporate image as a high-order construct in hospitality

“…Environmental issues are at the heart of customers' concerns (Eid et al. , 2020; Hsu, 2018; Han et al. , 2019), and this has been found to be relevant, which is a novelty in terms of previous research.…”

“…A novelty for this scale is the item which investigates the organization's involvement in the community. Environmental issues are at the heart of customers' concerns (Eid et al, 2020;Hsu, 2018;Han et al, 2019), and this has been found to be relevant, which is a novelty in terms of previous research. The fifth dimension, perception of the service, confirms that the quality and good value of a service, along with a complete range of services, are important in corporate image formation, as stated in Nguyen (2006), Chen and Chen (2014) and Huang et al (2014).…”

“…In addition to the employees' influence mentioned earlier, an important but understudied component of corporate image perception is the perception of a company's management in terms of its reputation, leadership and commitment (LeBlanc and Nguyen, 1996b;Hatch and Schultz, 1997;Chun, 2005;Jin and Yeo, 2011), as well as its social and environmental responsibility, which has recently gained significant attention (Walsh and Beatty, 2007;Bravo et al, 2010;Minkiewicz et al, 2011;Chen and Chen, 2014;G€ urlek et al, 2017;Hsu, 2018;Han et al, 2019). Although these attributes are present less frequently in the literature, they have proven to be important for the customers' perception of a company, especially when it comes to the hotel industry (Berezan et al, 2014;Xie et al, 2016).…”

“…, 2010; Minkiewicz et al , 2011; Chen and Chen, 2014; Gürlek et al. , 2017; Hsu, 2018; Han et al. , 2019).…”

Corporate Reputation and Users’ Behavioral Intentions: Is Reputation the Master Key That Moves Consumers?

“…G. Park et al, 2012). Cross-buying intention is the intention to consume a new product or service a mobile carrier introduces; it was measured on a seven-point scale with four questions (Hsu, 2018; Joo & Kwon, 2017; Sridhar & Mehta, 2018). Table 1 presents the measurement items and reliability of major variables, excluding the measurement items of corporate characteristics that affect reputation formation.…”