THE IMPACT OF SOCIAL AND ENVIRONMENTAL RESPONSIBILITY ON THE REPUTATION AND TRUST OF CUSTOMERS OF TELECOMMUNICATIONS COMPANIES IN EGYPT

The research aimed to measure the impact of social responsibility on the reputation and trust of customers of telecommunications companies in Egypt. The study population represented customers of telecommunications companies in Egypt, namely (Vodafone, Orange), Etisalat, and Telecom Egypt (We). A survey form as a research tool based on a sample of (684) respondents. Individual customers of Egyptian telecommunications companies were divided into (346) males and (338) females. The dimensions of social responsibility (legal, economic, ethical, environmental) were measured in the trust and reputation of the companies. The study reached a set of results, the most important of which are a deficiency in the dimensions of social responsibility (economic responsibility, legal responsibility, moral responsibility, and environmental responsibility of the companies under study. There is not a single dimension among them that rose to the level of approval of the respondents for the companies to do it. It also showed a decrease in customers’ confidence in the companies, as well as a decrease in the companies’ reputation among their customers The results of the research showed that there is an impact of all dimensions of corporate social responsibility in question (economic responsibility, legal responsibility/moral responsibility, environmental responsibility) on the reputation of companies from the perspective of their customers The results showed an impact of all dimensions of corporate social responsibility in question (economic responsibility/legal responsibility/ethical responsibility/environmental responsibility) on the trust of its The researchers have recommended a number of recommendations, the most important of which is the interest of companies in social   responsibility within societies to raise community awareness in the work of companies of community interest and to be part of their advertising messages to highlight the role played by companies in the service and development of society And taking into account the differences between customers in terms of demographic characteristics, especially age and educational level in advertising campaigns directed to highlight the societal role of companies until the desired goal is achieved, which is to obtain customer confidence and improve the reputation of companies, which affects their growth and prosperity within societies, and researchers also recommend focusing more on customers and meeting all their needs by developing mechanisms and facilitating services to them provided by companies as well as their participation in supporting society, taking into account the continuous improvement of services provided by companies and keenness Always on the continuity of providing services in line with technological developments and taking into account the different levels of customers as well as community participation of customers to introduce the social and environmental role played by companies through workshops, forums and through social media.