Dimensions of Corporate Citizenship and its Impact on Customer Loyalty An Applied Study to the Customers of the Mobile Companies in Dakahlia Governorate

Abstract

The objective of this applied study is to identify the impact of adopting corporate citizenship practices of Egyptian mobile service companies on the customer loyalty through a questionnaire to analyze opinions of a random sample for customers of these companies in Dakahlia Governorate. Much literature has agreed that corporate citizenship has four aspects of application: Economic citizenship, legal citizenship, ethical citizenship, and philanthropic citizenship, which were adopted in designing the conceptual framework of this study. The findings of the study indicate many points of importance, the most important of which is nullifying the main hypothesis of the study, which is “no significant impact of corporate citizenship dimensions on the customer loyalty.” The findings have indicated that there is a significant independent impact of each of the four corporate citizenship dimensions on the loyalty of the mobile company customers.