Factors Affecting Customer Loyalty in the Services Sector

Abstract

The current research intends to examine the effect of Corporate Social Responsibility (CSR), customer satisfaction, and customer trust on customer loyalty in the services sector of Pakistan. This research is quantitative in nature and utilized a survey method for collecting data. Moreover, the population of this study is those individuals who are using Telecom services in Pakistan. This research used a convenient sampling technique. The completed and usable questionnaires were 212. Moreover, SPSS software was utilized for data analysis. For instance, frequencies, standard deviation, and mean for each understudy variables were analysed using SPSS software. In addition, this research also conducted correlation and regression analysis. Results show that a (i) positive and significant association exists between corporate social responsibility and customer satisfaction, (ii) positive and significant relationship exists between customer satisfaction and customer loyalty, (iii) positive and significant association exists between customer trust and customer loyalty. Hence, the findings of this research significantly contribute towards the existing body of knowledge related to the concept of CSR, customer's satisfaction, trust, and loyalty. Thus, offering essential implications for policymakers, specifically for the Telecom sector of Pakistan. Finally, research limitations and suggestions for further studies are also highlighted.