Impacts of Corporate Social Responsibility on Customer Satisfaction in Telecom Industry of Bangladesh
DOI:
https://doi.org/10.18034/abcjar.v3i2.35Keywords:
Corporate Social Responsibility, Sustainability, Consumer Behavior, Customer Satisfaction, Loyalty, RetentionAbstract
Worldwide interest is growing day by day about corporate social responsibility (CSR). In the light of the fact stated just now, this paper symbolizes on how customer satisfaction and loyalty are influenced by CSR factors. This paper has investigated the effects of service quality and consumer satisfaction along with corporate social responsibility actions on consumer purchase intentions and further on consumer loyalty. This research was based on primary and secondary data with some structured questionnaire. The primary data has been collected from university students, whereas secondary data was collected from newspapers and website of a related corporation. The data has been analyzed using Factor Analysis. The study found no relationship between awareness of corporate social responsibility and purchase intention. However, significant relationship was observed between service quality and customer satisfaction according to the data. Moreover, there was no relationship between customer satisfaction and purchase intention and purchase intention and consumer retention for telecommunication industry of Bangladesh. The findings of this study are important for corporations and future researchers on corporate social responsibility and consumer behavior in Bangladesh.
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References
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Oberseder M., B. B. Schlegelmilch, and P. E. Murphy, (2013). “CSR practices and consumer perceptions,” Journal of Business Research, vol. 66, no. 10, pp. 1839-1851.
Oh H. J., K. W. Hong, and H. C. Kim, (2013). “The influence of multidimensional aspects of service quality, communication on customer satisfaction and customer behavior - focused on the Airline Service,” Korean Business Education Review, vol. 28, no. 3, pp. 273-295.
Onlaori W. and S. Rotchanakitumnuai, (2010). Enhancing customer loyalty towards corporate social responsibility of Thai mobile service providers. World Academy of Science, Engineering and Technology, 66, pp.1575-1578. Retrieved from http://waset.org/journals/waset/v66/v66-242.pdf (accessed at April 18, 2012).
Parasuraman A., V. A. Zeithaml and L. Berry, (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.
Shahabuddin AM. 2014. E-service Quality For Customer Satisfaction Measurement: A Case Study On Islami Bank Bangladesh Ltd. Global Disclosure of Economics and Business, 3, 32-39.
Tuli FA. 2014. Corporate Social Activities of Private Commercial Banks in Bangladesh: An Evaluation Asian Business Review, 4, 38-40.
Ueltschy L. C., M. Laroche, A. Eggert, and U. Bindl, (2007). “Service quality and satisfaction: An international comparison of professional services perceptions,” Journal of Services Marketing, vol. 21, no. 6, pp. 410-423.
Yeo R. K., M. Goh, and S. Tso, (2011). “Corporate image and reputation of large mainland Chinese enterprise,” Journal of Marketing Communications, vol. 17, no. 3, pp. 195-211.
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Ahmed NJ, Nasima M and Alam N. 2013. Socio-Business Consideration of Garment Workers in Bangladesh: A Statistical Review ABC Journal of Advanced Research, 2, 8-17.
Ahsan SM. 2014. Corporate Culture and Organizational Change- a Study on a Large Pharmaceutical Company in Bangladesh Asian Business Review, 4, 29-37.
Ali I., K. Rehman, A. Yilmaz, S. Nazir, and J. Ali, (2010). Effects of Corporate Social Responsibility on Consumer Retention in Cellular industry of Pakistan. African Journal of Business Management, 4(4), 475-485.
Anderson E. W., (1998). “Customer satisfaction and word of mouth,” Journal of Service Research, vol. 1, no. 1, pp. 5-17.
Anderson, E. W. and M. W. Sullivan, (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 2(2), 125-143.
Andreasen A. and M. Drumwright, (2001). Alliances and ethics in social marketing. Washington, DC: Georgetown University Press.
Anserson E. W. and V. Mittal, (2000). “Strengthening the satisfaction-profit chain,” Journal of Service Research, vol. 3, no. 2, pp. 107-120.
Bartol K. M. and D. C. Martin, Management, (1994). New York: McGraw-Hill Company, pp. 106-107.
Bloemer , J., de Ruyter, K. , & Wetzels, M. (1999). Linking perceived service quality and service loyalty. A multi-dimensional perspective. European Journal of Marketing, 33(11/12), 1082-1106.
Bloemer, J., & de Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499 513.
Boshoff C. and B. Gray, (2004). “The relationships between service quality, Customer satisfaction and buying intentions in the private hospital industry,” South African Journal of Business Management, vol. 35, no. 4, pp. 27-37.
Carroll, A. B. (1991). The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders [Electronic version]. Business Horizons, July–August, 39–47.
Chattananon A., M. Lawley, J. Trimetsoontorn, N. Supparerkchaisakul, and L. Leelayouthayothin, (2007). “Building corporate image through societal marketing programs,” Society and Business Review, vol. 2, no. 3, pp. 230-253.
Chiou J. S. and C. Droge, (2006). “Service quality, trust, specific asset investment, and expertise: Direct and indirect effects in a satisfaction-loyalty framework,” Journal of the Academy of Marketing Science, vol. 34, no. 4, pp. 613-627.
Cronin J. J. and S. A. Taylor, (1992). Measuring service quality: A reexamination and extension. Journal of Marketing 56(3), 55 68.
Cronin J. J., M. K. Brady and G. T. M. Hult, (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing 76(2), 193-218.
Dick A. and K. Basu, (1994). “Customer loyalty: toward an integrated conceptual framework,” Journal of Academy of Marketing Science, vol. 22, no. 2, pp. 99-113.
Dowling G. R., (2004). “Journalists’ evaluation of corporate reputations,” Corporate Reputation Review, vol. 7, no. 2, pp. 196-205.
Ferdous M and Moniruzzaman M. 2013. An Empirical Evidence of Corporate Social Responsibility by Banking Sector based on Bangladesh Asian Business Review, 3, 82-87.
Fornell C., S. Mithas, F. V. Morgeson, and M. S. Krishnan, (2006). “Customer satisfaction and stock prices: High returns Low Risk,” Journal of Marketing, vol. 70, no. 1, pp. 3-14.
Galbreath, J. (2010). How does corporate social responsibility benefit firms? Evidence from Australia. European Business Review, 22(4), pp.411-431.
Kotler P. and K. L. Keller, (2012). Marketing Management 14e, pp. 163-165.
Lemon K. N., T. B. White, and R. Winer, (2002). “Dynamic customer relationship management: Incorporating future considerations into the service retention decision,” Journal of Marketing, vol. 66, no. 1, pp. 1-14.
Mandhachitara R. and Y. Poolthong, (2011). “A model of customer loyalty and corporate social responsibility,” Journal of Services Marketing, vol. 25, no. 2, pp. 122-133.
Nareeman and Hassan, (2013). Conceptual Framework – Impact of CSR dimensions on customer satisfaction and retention.
Nguyen N., (2006). “The perceived image of service cooperatives: An investigation in Canada and Mexico,” Corporate Reputation Review, vol. 9, no. 1, pp. 62-78.
Oberseder M., B. B. Schlegelmilch, and P. E. Murphy, (2013). “CSR practices and consumer perceptions,” Journal of Business Research, vol. 66, no. 10, pp. 1839-1851.
Oh H. J., K. W. Hong, and H. C. Kim, (2013). “The influence of multidimensional aspects of service quality, communication on customer satisfaction and customer behavior - focused on the Airline Service,” Korean Business Education Review, vol. 28, no. 3, pp. 273-295.
Onlaori W. and S. Rotchanakitumnuai, (2010). Enhancing customer loyalty towards corporate social responsibility of Thai mobile service providers. World Academy of Science, Engineering and Technology, 66, pp.1575-1578. Retrieved from http://waset.org/journals/waset/v66/v66-242.pdf (accessed at April 18, 2012).
Parasuraman A., V. A. Zeithaml and L. Berry, (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.
Shahabuddin AM. 2014. E-service Quality For Customer Satisfaction Measurement: A Case Study On Islami Bank Bangladesh Ltd. Global Disclosure of Economics and Business, 3, 32-39.
Tuli FA. 2014. Corporate Social Activities of Private Commercial Banks in Bangladesh: An Evaluation Asian Business Review, 4, 38-40.
Ueltschy L. C., M. Laroche, A. Eggert, and U. Bindl, (2007). “Service quality and satisfaction: An international comparison of professional services perceptions,” Journal of Services Marketing, vol. 21, no. 6, pp. 410-423.
Yeo R. K., M. Goh, and S. Tso, (2011). “Corporate image and reputation of large mainland Chinese enterprise,” Journal of Marketing Communications, vol. 17, no. 3, pp. 195-211.
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2014-12-31
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How to Cite
Alam, N. ., & Rubel, A. K. . (2014). Impacts of Corporate Social Responsibility on Customer Satisfaction in Telecom Industry of Bangladesh. ABC Journal of Advanced Research, 3(2), 93-104. https://doi.org/10.18034/abcjar.v3i2.35
