Central European Business Review 2015, 4(2):21-30 | DOI: 10.18267/j.cebr.123

The Impact of Customers' Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry

Ovidiu-Ioan Moisescu
Ovidiu-Ioan Moisescu, Ph.D., Associate Professor, Babeº-Bolyai University, Faculty of Economics and Business Administration, T. Mihali Street, No. 58-60, Code 400591, Cluj-Napoca, Romania, ovidiu.moisescu@econ.ubbcluj.ro

The goal of the current research is to analyze the impact of customers' perceptions of corporate social responsibility (CSR) on their loyalty towards mobile telecommunication companies within the particular socio-cultural and economic context of one of the largest national markets of Central and Eastern Europe. In order to achieve this goal, a survey was conducted among a sample of 1,464 mobile telecommunication customers from the urban area of Romania. The findings point out the fact that Romanian mobile telecom customers' loyalty is not significantly impacted by how they perceive their service suppliers' responsibilities with regard to their employees or economic success, while their perceptions of companies' responsibilities towards customers, public authorities, the environment, community development, and sponsorship have a significant impact on corporate brand loyalty. The findings have managerial implications in what concerns the appropriate implementation and communication of CSR policies by mobile telecommunication companies from the region in order for them to enhance their customer's loyalty.

Keywords: CSR; customer loyalty; mobile telecommunication
JEL classification: M31

Received: March 5, 2015; Revised: June 16, 2015; Published: June 30, 2015  Show citation

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Moisescu, O. (2015). The Impact of Customers' Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry. Central European Business Review, 4(2), 21-30. doi: 10.18267/j.cebr.123
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