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 | ||||
المجلة العلمية للدراسات والبØوث المالية والتجارية | ||||
Article 16, Volume 4, Issue 1, January 2023, Page 425-444 PDF (603.48 K) | ||||
Document Type: المقالة الأصلية | ||||
DOI: 10.21608/cfdj.2023.258051 | ||||
View on SCiNiTO | ||||
Authors | ||||
وليد أبو بکر Øسني Øسن أبو زيد 1; بهاء الدين مسعد سعد 2 | ||||
1الاکاديمية الدولية للهندسة وعلوم الاعلام-شعبة إدارة الاعمال | ||||
2الأکاديمية الدولية للهندسة وعلوم الإعلام -شعبة إدارة الاعمال | ||||
Abstract | ||||
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. | ||||
Keywords | ||||
Telecommunication companies; CSR strategies; Loyalty; Retain the customers; Customers’ perceptions | ||||
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