Assessment of Corporate Social Responsibility on Customer loyalty through moderating role of Servant Leadership and Customer Commitment

Evidence from Telecommunication Industry

Abstract

This quantitative research inspects the complicated dynamics of Corporate Social Responsibility (CSR) in Pakistan's telecommunications business and its impression on consumer loyalty. This research uses a comprehensive theoretical framework that accounts for mediating and moderating factors from a 408-person survey. The complicated affiliation between CSR and customer loyalty is examined in this exploration. It examines co-creation, customer satisfaction as mediators and servant leadership and customer commitment as moderators. As evidenced by increased collaborative value creation and customer satisfaction, CSR efforts improve customer loyalty. Pakistan's telecoms business relies on the above factors to link CSR and customer loyalty. Servant leadership and customer commitment have been shown to strengthen these connections, emphasizing the significance of ethical leadership and customer loyalty in maximizing the benefits of corporate social responsibility. This research paper provides a complete framework for integrating CSR with leadership and customer engagement for Pakistani telecommunication enterprises. This paper contributes to scholarly debate on CSR in poor nations. In particular, the research examines CSR, customer loyalty, and leadership dynamics in Pakistan's telecommunications industry.