CSR perception and customer's reaction towards company: an analysis of Pakistan's telecom industry

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.