The mediating role of customer’s perception of CSR practices in the relationship between customer’s loyalty and customer’s retention: Comparative Study from Egyptian Telecommunication Companies

نوع المستند : المقالة الأصلية

المؤلفون

1 الاکاديمية الدولية للهندسة وعلوم الاعلام-شعبة إدارة الاعمال

2 الأکاديمية الدولية للهندسة وعلوم الإعلام -شعبة إدارة الاعمال

المستخلص

This study aims to provide a comparative analysis ofthe mediating role of customer perception of CSR practices in the relationship between customer loyalty and customer retention in telecommunication companies in Egypt (Vodafone-Orange-Etisalat-WE), relying on both qualitative and quantitative methods. It is believed that CSR is concerned with raising awareness to various levels. In this regard, there appears to be a relationship between phone company consumers' impressions of social responsibility policies and loyalty and retention, substantiating the occurrence of a correlation.

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