Corporate social responsibility and customer retention: evidence from the telecommunication industry in Ghana
Abstract
Purpose Using social exchange theory as a contextual backdrop, this study aims to better understand how corporate social responsibility (CSR) can contribute to customer retention (CR). A conceptual framework is developed to illustrate the proposed relationship and the influence of mediating factors. The telecommunication industry in Ghana is used to operationalize the conceptual framework. Design/methodology/approach Qualitative and quantitative...
Paper Details
Title
Corporate social responsibility and customer retention: evidence from the telecommunication industry in Ghana
Published Date
Oct 6, 2020
Volume
38
Issue
1
Pages
15 - 26
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