Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 47-55)

ABSTRACT
This study investigated the relationship between corporate social responsibility and
customer loyalty of the Nigerian telecommunications among mobile operators in
Nigeria. A descriptive research design of survey type was adopted for the study using
eligible respondents. The sample of this study comprised of Nigeria
telecommunications industry’s customer in a state – Lagos State. Using a survey
instrument with items adopted from previous studies for data collection, 365 copies of
filled questionnaire was collected online and 86 copies was collected offline. Using
SPSS, the frequencies, test of relationship and test of the prediction was done to
provide a focal point for this study – generating results that would provide answers to
the research questions of this study. It was observed from the result of the study that
customers’ perception of corporate social responsibility has a significant positive
association with customer loyalty. In addition, customers’ perception of corporate
social responsibility has a significant negative association with switch intention.
Lastly, perceived corporate social responsibility has a positive association with
customer advocacy. The findings of this study informed the discussion, implications,
limitation and recommendation for future studies.
Keywords: Customer Advocacy, Customer Loyalty, Nigerian Telecommunications
Industry, Perceived Cooperate Social Responsibility, Switching Intention.