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Csr Effect on Customer Loyalty during a Pandemic: a Case Study of Mobile-Phone Operator Companies in Iran

Ghasempour Negati, Mobin | 2020

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 53331 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Kiamehr, Mehdi
  7. Abstract:
  8. Customer loyalty plays one of the most vital roles in business profitability. This concept gives special prominence to attaining new customers, which is by far less costly than attracting new ones. Therefore, investigating the impact of factors affecting customer retention is of precise significance. In the respect, corporate social responsibility, as an imperative factor impacting customer loyalty, gained more attention by various companies in the last decades.Over the past few months, the world has encountered the hazard of the Coronavirus pandemic. Most aspects of daily life in different parts of the globe have been affected by this disease. Companies are no exception. The coronavirus has impaired most economies in a short period due to its rapid spread. In addition to unfortunate demise of many people and incurring heavy costs to individuals and governments, the epidemic of the virus has stagnated the activities of a wide range of businesses. Therefore, profitability regulation and retention of loyal customers in this period is more vital than before. In this study, the effect of corporate social responsibility on customer loyalty in the presence of a perceived pandemic intensity variable for mobile operators’ clients has been investigated. Data were collected by an offline and online questionnaire. The results approve the indirect effect of perceived pandemic intensity and corporate social responsibility on customer loyalty. These results shall be essential for mobile operators to develop a strategy concerning corporate social responsibility and customer loyalty in this exigent period
  9. Keywords:
  10. Corporate Social Responsibility ; Customer Loyalty ; Customer Satisfaction ; Employee ; Customer ; Pandemic ; Corona Virus

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