Two Countries, Two Stories of CSR, Customer Trust and Advocacy Attitudes and Behaviors? A Study in the Greek and Bulgarian Telecommunication Sectors

Abstract

The current study, conceptualizing corporate social responsibility (CSR) under the stakeholder theory, investigates the impact of CSR activities oriented to customers, employees and society/environment on customer trust and advocacy attitudes and behaviors in the Greek and Bulgarian telecommunication sectors. The results of surveys conducted in each country indicate that the pattern of a universal consumer is yet not a reality. Bulgarian customers appear more willing to trust responsible businesses and more likely to reciprocate a trustworthy relationship through repurchase behavior and willingness to recommend than their Greek counterparts. Moreover, customer trust holds a stronger position as a mediator in the Bulgarian sample. In both countries, however, customers seem to evaluate and be affected by, CSR actions in terms of their role not only as consumers but also as social actors. The study's findings provide useful guidance for the efficient management and communication of CSR initiatives globally and future academic inquiries.