Abstract:
This research study provides a comprehensive understanding of whether customer trust
mediates the relationship between Corporate Social Responsibility (CSR) and customer
loyalty in the Telecommunication industry in Colornbo District. This consists of three
objectives such as (1) to inr,'estigate the lel'el of CSR. customer loyalt-v and customer
trust.. {2)To examine the relationship betrveen (a) CSR ancl cllstorner lo1'altv. (b) CSR
and Customer Trust and (c) customer trust and customer loyalty'.. and (3) to evaluate
the mediating role of customer trust in the relationship between CSR and customer
loyalty in Telecommunication industry in colombo District.
Based on the literature review, this research establishes its conceptual framework
Primary data was collected from four hundred Telecommunication service users
through structured questionnaire using the convenience sampling method. This study
employed univariate (descliptive), bivariate (correlation), multivariate (regression), and
mediation analysis to achieve its research ohl.edive+., ,.
The study found that levels of corporate social resp*rsibility, customer trust, and
customer loyalty were high, indicating strong positive ilerceptions among custor.ners
for the first objective. The results for the second objeciiv&gevealed a significant positive
relationship between CSR initiatives, customer trust, and customer loyalty. It was also
shown that Customer Trust partially mediates the relationship between CSR and
Customer Loyalty from the third objective. Hence, Customer Loyalty in the competitive
Telecommunication industry should be focused on maintaining effective CSR conducts
that promote Customer Trust. The study is very useful in informing us about the
importance of Customer Trust with respect to improving the relationship between CSR
and Custorner Loyalty and provides strategic information that can be useful to the
telecom companies that are interestejd in establishing long-term relationship with the
customers and brand loyalty.
Overall, this research contributes to the existing body of knowledge by examining the
impact of Corporate Social Responsibility on Customer Loyalty, with a particular focus
on the mediating role of Customer Trust in the Telecomrnunication industrv in
Colornbo District.
Ikyworrls: Carporute Srtciol Responsibility, Customer Loyalty, Customer Trust,
TeIecontntunicution Industry, Colontbo District.
