Abstract
The purpose of this study - Corporate Social Responsibility (CSR) is a crucial term in the corporations and community these days. This study aims to investigate the philanthropic practices and its effect on customer satisfaction in telecommunication companies in Bahrain as well as the influence of customer satisfaction on customer trust, and the impact of customer satisfaction on
customer loyalty.
Design/methodology/approach –The researcher utilized quantitative approach by collecting 391 responses using an online questionnaire. The probability sampling technique “cluster sampling” was applied to gather data from customers of telecommunication companies in Bahrain.
The researcher applied different analysis techniques such as percentage, frequencies, descriptive analysis, regression analysis, and ANOVA analysis to analyse the collected data.
Findings - The result demonstrated that the telecommunication companies in Bahrain contribute to
development of the community and enhance quality of life through several philanthropic practices applied in education, health, culture, art, science, and sport. It’s revealed that philanthropic responsibility of Carroll’s pyramid of CSR has a significant impact on customer satisfaction and customer satisfaction has a significant impact on both customer trust and customer loyalty.
Limitations- The study focuses only on philanthropic responsibility dimension of Carroll's Pyramid.
Also, the study was conducted on telecommunication sector only. The study sample is small considering the large number of telecommunication customers in Bahrain.
Practical implications –The study results provide telecommunication companies with insight to better philanthropic practices of CSR that help in increasing customer satisfaction, customer trust, and loyalty.
Originality/ value - The outcome of this study is to encourage telecommunication companies in Bahrain to continue their contribution to Bahraini community by developing CSR and focusing on philanthropic practices in light with Bahrain’s economic vision 2030 to build a better life for every individual and to create a secured and stable society.
Recommendations - The study recommends telecommunication companies in Bahrain to develop
their CSR strategy and align it with novel circumstances continuously.
This alignment allows corporations to shift toward more authentic CSR and encourage them to support the society during these optional periods.
Key words : Corporate social responsibility, philanthropic responsibility, customer
satisfaction, customer trust, customer loyalty, telecommunication sector