Effect of Corporate Social Legal Responsibility on Customer Loyalty: A Survey of Telecommunication Firms in Uasin Gishu County, Kenya
Author(s)
Nevile Ogetii Marita , Nelly Nyatichi Marita ,
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Abstract
Corporate Social Responsibility (CSR) has been used by many companies to gain public confidence through providing essential commodities of some high value to a customer, particular in telecommunication industry where only one mobile operator has dominated the market share for the last one decade. The study objective was to determine the effect of legal responsibility on customer loyalty. Carroll model and Stakeholder theory were used to explaining the study. The study employed an explanatory research design. The study targeted all customers of telecommunication companies in Uasin Gishu County. Stratified sampling was used to group the population while the systematic sampling technique was used to obtain 400 customers. A structured questionnaire was used for data collection. The reliability of the questionnaire was checked using Cronbach Alpha test. Data was purely quantitative. Data collected were coded and analyzed using both descriptive and inferential statistics. The study found that CSR legal initiatives positively impact on customer loyalty. It’s therefore important for telecommunication firms to act as good citizen in all matters beyond the law, operate under the laws and regulations and ensure adequate steps are taken against all forms of discrimination. Telecommunication firms should engage in CSR in order to create a positive attitude on their customers to enhance loyalty.
Keywords
Corporate Social Responsibility, Legal responsibility, Customer loyalty, and Telecommunication firms
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