This study set to establish the CSR impacts on customer loyalty in mobile
telecommunications industry in Ipoh, Perak. To answer the research question and obtain
the objectives’ study, the data collected through a cross-sectional design by using
quantitative method. Online Questionnaires were administered to 400 customers of
mobile telecommunications industry in Ipoh, Perak. From the analysis, the effect of
philanthropic, legal and ethical responsibility found to have a positive and statistically
significant relationship with customer loyalty. The study concluded that philanthropic,
legal and ethical responsibilities of an organization are directly related to customer
loyalty. The more philanthropic, ethical and legal responsibilities an organization
provides to the community, the more they obtain customer loyalty from the community.
Therefore, it is important that the management incorporate philanthropic
responsibilities onto the organizational strategic plan for it to obtain customer loyalty.
The findings of this study, it is hoped, will contribute to the existing body of knowledge
and form basis for future researchers. The research recommended that future studies
seek to obtain feedback from CSR beneficiaries, especially the community on the
impact of economic responsibility to the community. The study was to establish the
effects of corporate social responsibility on customer loyalty in the telecommunication
industry. It was established that majority of the respondents agreed that the firms
support culture and activities of local community while majority of them agreed that
employees participate in charitable activities of local communities.
