| Summary: | The main challenge for organizations in private sector is not only attracting new
customers, but also keeping them satisfied and loyal. It seems that there are customers
who would like to switch to another telecommunication companies. Hence, it iscritical to examine factors which could retain them from switching to other
telecommunication provider. A few of the previous studies showed that Corporate
Social Responsibility (CSR) and Corporate Image could leacl to Customer Satisfaction
and Customer Loyalty. Therefore, this study investigates how Corporate Image and
CSR influence Customer Loyalty of telecommunication customers in Jordan. The
study also seeks to determine the ability of Customer Satisfaction to mediate the
relationship between CSR, Corporate Image and Customer Loyalty. A quantitative
method was used in this study to analyze data from a total of 284 respondents from
Jordanian telecommunication companies. The Structural Equation Modelling (SEM)
was used to analyze the collected data by survey questionnaire. Exploratory Factor
Analysis (EFA) and Confirmatory Factor Analysis (CFA) were also used to test
validity of the constructs and to test research hypotheses respectively. The main
findings of this study revealed that CSR does not affect Customer Loyalty directly, on
the other hand, CSR influenced Customer Loyalty through the mediator of Customer
Satisfaction. The study also found that orporate Image has both directly and
indirectly influenced Customer Satisfaction and Customer Loyalty. These results also
showed the importance of CSR and Corporate Image for companies and decision
makers. The study also provides a better understanding of how companies and
decision makers should apply CSR activities in their marketing plans and campaigns
and in terms of improving their Corporate Image to create and enhance their Customer
Satisfaction and Loyalty. For theoretical implication, the study is considered as
premier study integrates theoretically the Customer Satisfaction with CSR and
Corporate Image associated with ustomer Loyalty in one model for
teleCOllllllunication industry services in Jordan.
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