Role oF Corporate Social Responsibility Towards Customer Retention: Evidence From the Telecommunication Sector In Pakistan

Abstract

The influence of corporate social responsibility initiatives on customer retention in Pakistan's telecommunications business is examined in this qualitative study. By highlighting the importance of corporate social responsibility in the service industry and its impact on customer retention—particularly in the telecommunications sector—the study fills a vacuum in the literature. By revealing consumer preferences and expectations, the research seeks to offer a thorough picture of the corporate social responsibility initiatives that consumers find most valuable. Examining the impact of corporate social responsibility on general customer satisfaction, trust levels, perceived service quality, and perceived value of a company's offerings are among the study's goals. The research attempts to identify corporate social responsibility initiatives that support customer retention through in-depth interviews with brand managers. The problem statement emphasizes how unclear it is how corporate social responsibility initiatives would affect consumers' opinions in Pakistan's telecom sector. There is a knowledge gap about the possibilities and problems faced by the telecom industry since prior study has concentrated on other service industries. The study emphasizes the need for qualitative research to capture customer retention related to corporate social responsibility programs, acknowledging the dynamic nature of consumer preferences. The main goal of the research questions is to determine how corporate social responsibility initiatives affect service quality, perceived value, customer satisfaction, and trust. The related study objectives seek to investigate these aspects and how they affect the telecom industry's ability to retain customers. The literature study emphasizes the growing significance of corporate social responsibility in the service sector, with a particular emphasis on the telecommunications sector. It points out that while some study has looked at how corporate social responsibility affects customer retention by looking at the constructs, as little is known about how it affects customer retention in this business. The study's conclusions shed light on Pakistan's telecom sector's existing corporate social responsibility initiatives and how they affect customer retention. Furthermore, this research offers significant insights for marketers seeking to enhance customer retention via diverse corporate social responsibility endeavors.