Annotated Bibliography

Student Name: Christian Jay D.G. Porciuncula

Author:
Afridi, Sajjad Ahmad; Gul, Sajida; Haider, Maqsood; Batool, Saima (2018)

Research Title:
Mediating Effect of Customers' Trust between the Association of Corporate Social
Responsibility and Customers' Loyalty

Discussion:
In this study, the objectives are to analyze the customers’ perception about the Corporate
Social Responsibility and its effect on customers’ loyalty and to determine how trust
mediates the association of CSR & customer loyalty. The researchers used adopted
questionnaire to gather information from customers of different telecom companies using
non-probability sampling technique.

The results of the study showed that Corporate Social Responsibility positively affects
consumers' loyalty and that trust has a mediating effect on this relationship between
Corporate Social Responsibility and customers' loyalty. Furthermore, the results also
support the notion that customer trust acts as a mediator between the relationship
between Corporate Social Responsibility and customer loyalty. The management of
telecom businesses should benefit from this study's excellent suggestions on methods to
increase customer loyalty through Corporate Social Responsibility.
For the marketing staff of telecom firms, the current study's literature on Corporate Social
Responsibility, customer loyalty, and trust will be highly helpful in strengthening
consumers' loyalty and trust by enhancing CSR practices.
The study was limited to Pakistan's telecommunications sector by focusing on Peshawar
subscribers, thus the researchers indicate that adding more regions may get some
different results. In addition, just four of various dimensions of Corporate Social
Responsibility were chosen for measurement. Because of this, the researchers
suggested that including other dimensions of various dimensions could be a useful
addition to future researches. Lastly, the data was solely gathered from customers, thus
considering the viewpoint of the employees might add some fresh perspectives to the
conclusions.

Citation
Afridi, S. A., Gul, S., Haider, M., & Batool, S. (2018). Mediating effect of customers' trust
between the association of corporate social responsibility and customers' loyalty.
Pakistan Journal of Commerce and Social Sciences (PJCSS), 12(1), 214-228.
http://hdl.handle.net/10419/188343