EFFECT OF ETHICAL CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER LOYALTY AT MTN, KADUNA
Odeh O. Ruth , Illuno E.C, PhD and Isma’il Tijjani Idris, PhD
Volume 12 Issue 3
Abstract
This study examined the effect of ethical corporate social responsibility (ECSR) on customer loyalty at MTN, Kaduna, with the aim of determining how ethically driven ECS practices influence customers’ long-term commitment and trust in the organization. The study adopted a descriptive survey design and utilized a quantitative research approach. The population comprised 1,031,842 MTN subscribers in Kaduna South, from which a sample size of 400 respondents was selected using Taro Yamane’s formula. Data were collected through a structured questionnaire based on a four-point Likert scale, and analyzed using multiple regression analysis to establish the relationship between ethical ECS and customer loyalty. The results revealed a strong and statistically significant positive relationship between ethical ECS and customer loyalty (β = 0.810, t = 29.977, p < 0.001). The model’s R value of 0.838 and R² of 0.702 indicate that approximately 70.2% of the variation in customer loyalty can be explained by ethical CSR initiatives. The findings demonstrate that customers are more likely to remain loyal to MTN when they perceive the company as ethically responsible in its dealings, transparent in its operations, and committed to community well-being. The study concludes that ethical ECS serves as a strategic tool for enhancing customer satisfaction, retention, and brand advocacy. It recommends that MTN should strengthen its ethical practices of ECS efforts to sustain long-term customer loyalty and corporate reputation in Nigeria’s telecommunications industry. Keywords: Ethical Corporate Social Responsibility, Customer Loyalty
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