THE IMPACT OF CORPORATE SOCIAL RESPONSIBILTY ON CUSTOMER SATISFACTION: THE CASE OF OOREDOO QATAR

Abstract

The corporate social responsibility (CSR) concept has become one of several business approaches and a major concern for many companies and organizations. In fact, over the past two decades, the CSR concept has been dominating the business world. Organizations and companies of all types and sizes around the world have adopted and practiced CSR for many reasons. This research project explored and critically analyzed the impact of CSR on customer satisfaction. The research focused on customers of Ooredoo Qatar (henceforth referred to as Ooredoo) in the State of Qatar. The literature review presents an overview of the CSR concept as well as the most popular CSR model, known as Carroll’s pyramid of CSR. In addition, the relationship between CSR and customer satisfaction was revealed by examining different past research studies. Primary and secondary data were used in this research. Secondary data in this study were collected from articles in journals and books. The primary data in this research were collected by using a structured questionnaire. Ooredoo’s customers living in the State of Qatar were the target sample for this study. The findings of this research revealed that most of the customers were not aware of Ooredoo’s CSR practices. In addition, the results showed that the company’s CSR activities positively influenced the customers’ perceptions. Moreover, the findings also revealed that Ooredoo’s CSR practices positively influenced the overall satisfaction of its customers. The research suggested some recommendations for Ooredoo to improve its CSR practices in order to satisfy its customers better.