Abstract:
In this study, it has been analyzed one of the most debated topics of today’s corporate world that
is, CSR from marketing point of view and studied the influence of CSR perception on customer’s
personal satisfaction, purchase intentions and switching intentions. The type of study was
hypothesis testing in which six hypothesis were conjectured for onward testing. Study is
conducted primarily on the youngster population who are customers of the telecom industry of
Pakistan. It was found the CSR perception is positively correlated to and influences personal
satisfaction of the customers in telecom industry. Moreover, CSR perception is also correlated to
and positively influences the purchase intentions of the customers. Specifically, customers who
perceive Telecom Company as CSR oriented, they are more satisfied with the service use and
their chances of making a purchase decision are also comparatively high. However, study did not
find any correlation between CSR perception and switching intentions of customers.
