The Extent of the Impact of Social Responsibility Practices on Customer’s Loyalty: Evidence from Jordanian Telecommunication Companies

Abstract

This study aims to investigate the impact of social responsibility practices with their dimensions (ethical, environmental, charitable) on the dimensions of behavioural and attitudinal customer loyalty, within a sample of 1000 customers of Jordanian telecom companies. In order to achieve the goal of the study, a questionnaire was designed and distributed to the study sample, and 863 questionnaires were retrieved with a response rate of 86.3%. The results show that there is a significant effect of each of the charitable and environmental social responsibility on the Attitudinal loyalty of the customers of the Jordanian telecom companies, while the results showed the presence of a significant effect of the ethical, environmental and charitable social responsibility alike on the behavioural loyalty of the clients. The study recommended researching other factors such as the Corporate Image, Customer Trust and others, in addition to studying the impact of the cultural dimensions of society.