Corporate social responsibility (CSR) and its impact on customer loyalty: A case study of Zain Iraq from a post-conflict country point of view

This thesis explores the nuanced relationship between Corporate Social Responsibility (CSR) and Customer Loyalty (CL) within the telecommunications sector, focusing on Zain Iraq's initiatives in post-conflict Iraq. Despite the growing body of literature on CSR and CL, few studies delve into the dynamics of a single company within the context of a post-conflict environment. This study aims to assess the impact of Zain Iraq's CSR initiatives on customer loyalty by surveying its customers. The survey, structured around one main hypothesis and five variables, seeks to understand customers' perceptions of Zain Iraq's social services. Anticipated findings are expected to contribute to three potential outcomes: demonstrating the positive impact of CSR on customer loyalty, indicating indifference towards CSR initiatives, or revealing potential detractors from customer loyalty. These insights are particularly significant for Zain Iraq and other telecommunications companies operating in similar post-conflict environments, guiding their CSR strategies and enhancing customer satisfaction and loyalty. Through its unique focus on a single company within a post-conflict country, this research aims to fill a gap in the existing literature and offer valuable insights into the role of CSR in shaping customer loyalty in fragile environments.