TY  - BOOK
AU  - Bamigbade,Oladimeji Ayoade
AU  - Bayighomog,Steven William
TI  - CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES  AND CUSTOMER LOYALTY OF THE NIGERIAN  TELECOMMUNICATIONS INDUSTRY
PY  - 2023///
KW  - Consumers
KW  - Dissertations, Academic
KW  - Nigeria
KW  - Telecommunication
KW  - Social responsibility of business
N1  - Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department; Includes bibliography (sheets 47-55)
N2  - 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
ER  -