الدور الوسيط للتعاطف في العلاقة بين المسؤولية الاجتماعية و ولاء العملاء : بالتطبيق على قطاع الاتصالات بالسودان

Abstract EN

The study aimed to investigate the mediator role of (Empathy) in the relationship between corporate social responsibility and customer loyalty in telecommunication sector customers.

The problem of the study can be summed up in the following question: does empathy play a mediating role between corporate social responsibility and customer loyalty? The study used the descriptive method, and adopted an improbability sample.

A questionnaire had been designed and distributed to a total number of 430 respondents; 403 questionnaires were retrieved achieving a percentage rate of (94%).

The validity of the questionnaire was tested through using Alpha Cronbach test; while the study model and hypotheses were formed based on the previous studies.

Also, the study used the factor analysis method and the structural equation model in order to test its hypotheses.

The study findings indicated that there is a partial positive relationship between social responsibility dimensions and customer loyalty.

The study recommended the companies to enhance social practices, as well as assigning a department for social responsibility initiatives within these companies