The Impact of Service Quality on Corporate Social Responsibility and Customer Citizenship Behavior in Telecommunication Companies

Telecommunications companies should strive to portray themselves as socially responsible in a competitive global market. The organization will reap additional benefits from effective participation in society. This study aims to examine a conceptual model of the relationships between customer citizenship behavior and corporate social responsibility in Gambia’s telecommunications companies. The study goal is to add to the literature by demonstrating how service quality [reliability, responsiveness, and empathy] can mediate the correlation among telecommunications companies social responsibility and customer citizenship activity. To accomplish this, 400 questionnaires were distributed and subjected to SPSS version 25 analysis. According to the findings, corporate social responsibility has a favorable and considerable impact on customer citizenship behavior. Furthermore, the findings revealed that service quality [reliability, empathy, and responsiveness] derived from corporate social responsibility is a critical and fundamental variable that telecommunications corporations in the Gambia can use to facilitate positive customer behavior and enhance customer citizenship behavior towards their corporations, which will have a positive impact on customer citizenship behavior. There are also managerial and practical implications for Gambia’s telecommunications companies.