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首页> 外文期刊>Central European Business Review >The Impact of Customers’ Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry
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The Impact of Customers’ Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry

机译：客户对企业社会责任的感知对企业品牌忠诚度的影响：罗马尼亚移动电信行业的案例

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摘要

The goal of the current research is to analyze the impact of customers’ perceptions of corporate social responsibility (CSR) on their loyalty towards mobile telecommunication companies within the particular socio-cultural and economic context of one of the largest national markets of Central and Eastern Europe. In order to achieve this goal, a survey was conducted among a sample of 1,464 mobile telecommunication customers from the urban area of Romania. The findings point out the fact that Romanian mobile telecom customers’ loyalty is not significantly impacted by how they perceive their service suppliers’ responsibilities with regard to their employees or economic success, while their perceptions of companies’ responsibilities towards customers, public authorities, the environment, community development, and sponsorship have a significant impact on corporate brand loyalty. The findings have managerial implications in what concerns the appropriate implementation and communication of CSR policies by mobile telecommunication companies from the region in order for them to enhance their customer’s loyalty.
机译：当前研究的目的是分析在中欧和东欧最大的国家市场之一的特定社会文化和经济背景下，客户对公司社会责任（CSR）的看法对其对移动电信公司的忠诚度的影响。为了实现这一目标，对罗马尼亚市区的1464家移动电信客户进行了调查。研究结果指出，罗马尼亚移动电信客户的忠诚度并没有受到他们对服务提供商在员工或经济成功方面的责任的感知方式的显着影响，而对他们对公司对客户，公共当局，环境的责任的看法，社区发展和赞助对企业品牌忠诚度有重大影响。该发现对于该地区的移动电信公司如何适当实施和传达CSR政策，以提高客户忠诚度具有管理意义。

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