Impact of Corporate Social Responsibility on Customer Loyalty and Purchase Intention

Abstract

In twenty first century businesses (Telecommunication companies) face the challenge of sustainability in the hyper competitive environment and consider diversified alternatives. The concept of corporate social responsibility a new marketing term in newly introduced in Pakistan. In this context, corporate social responsibility (CSR) operates as a marketing tool to increase consumer loyalty and purchase intention which is a major benefit for the business.. Thus, the study investigates the concept corporate social responsibility of telecommunication companies in the Pakistan and its impact on customer loyalty and purchase intention. This study use two hypotheses based on the literature review and primary data was gathered from a sample of 151 through a survey. Data analysis was done by SPSS software for bivariate analysis. The findings revealed that, corporate social responsibility has positive impact on customer loyalty and purchase intention intelecommunication industry in Pakistan.