Impact of Corporate Social Responsibility (CSR) on Customer Loyalty in Indian Telecom Industry: The Moderating Role of Consumer Demographics

Premendra Kumar Singh (), Asokan Vasudevan, Elangbam Nixon Singh, Bidhu Kanti Das, Raju Ganesh Sunder, Nilesh R. Mate, Rajinder Kumar, Niharika Singh and Bendangienla Aier
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Premendra Kumar Singh: Centre for Distance & Online Education, Sharda University, Greater Noida 201310, Uttar Pradesh, India
Asokan Vasudevan: Faculty of Business and Communications, INTI International University, Negeri Sembilan 71800, Malaysia
Elangbam Nixon Singh: Finance Office, Manipur University, Imphal 795003, Manipur, India
Bidhu Kanti Das: Department of Management, Mizoram University, Aizawl 796004, Mizoram, India
Raju Ganesh Sunder: Centre for Distance & Online Education, Sharda University, Greater Noida 201310, Uttar Pradesh, India
Nilesh R. Mate: Centre for Distance & Online Education, Bharati Vidyapeeth (Deemed to Be University), Pune 411043, Maharashtra, India
Rajinder Kumar: Travel and Tourism Management, University of Laddakh, Leh 194106, Ladakh, India
Niharika Singh: Department of Management, Mizoram University, Aizawl 796004, Mizoram, India
Bendangienla Aier: Taaier Earthbound Farmer Producer Company Limited, Chumoukedima 797103, Nagaland, India

Sustainability, 2024, vol. 16, issue 16, 1-20

Abstract: The aspiration of this paper is to examine the impact of corporate social responsibility (CSR) and service quality on customer loyalty and their relationship in the Indian telecommunication industry. A model was proposed and a total of 377 responses were collected using a structured questionnaire. Data were assessed and analyzed using PLS SEM. Multi-group analysis (MGA) was carried out to comprehend the moderating effect of gender, age, education, and income within the model. The results suggest that CSR does not have a direct impact on customer loyalty (CL), but there is an indirect effect when it is mediated through customer satisfaction (CS) and trust (Tr). Service quality (SQ) was found to have a direct impact on CL and while it is also mediated through CS. The results of the MGA revealed that customer satisfaction increases commitment towards customer loyalty and trust among male users. This study highlights that the modern customers are knowledgeable, more aware, and value companies which are focused on CSR activities.

Keywords: corporate social responsibility; customer loyalty; Indian telecom; consumers; trust (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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