Corporate Social Responsibility and Customer Loyalty in Hungary

Abstract

This study aims to investigate investigates the relationship between corporate social responsibility and customer loyalty in the presence of controlling factors, namely, customer trust and corporate image. A study questionnaire was distributed to a random sample of telecom company customers in three telecom companies in Hungary – (Magyar Telkom, Telenor, and Vodafone). Also,(700)Seven hundred paper and electronic questionnaires were distributed to the clients customers of these three companies. A total of (498) questionnaires were retrieved, with fora recovery rate of 71.1%. The study used descriptive statistics and multiple regression test data to draw conclusions. The study findings suggest that there is a relationship between corporate social responsibility and customer loyalty, in addition to the existence of and a relationship between corporate social responsibility, customer trust, and corporate Image.