Abstract—The aim of this research is to develop the understanding of corporate social responsibility (CSR) from consumers’ perspective toward Thai mobile service providers. Based on the survey from 400 mobile customers, the result shows that four dimensions of CSR of Thai mobile service providers consist of economic, legal, ethical and philanthropic responsibility. These four CSR factors have positive impacts on enhancing customer satisfaction except one item of economic responsibility - profitability to shareholders. Ethical dimension has the strongest impact on customer satisfaction. Economic, legal, ethical, philanthropic responsibility and customer satisfaction have major impact on loyalty, whilst philanthropic component mostly affects loyalty. Keywords—Corporate Social Responsibility, Price Fairness, Service Quality, Privacy Concern, Customer Satisfaction, Customer Loyalty I. INTRODUCTION HE impact of business activities on people’s quality of life leads to increase concerns about corporate social responsibility (CSR) [28]. The number of CSR researches has been debated regarding theories of academic researches [39], practitioners [25], and text books [36]. Nowadays, CSR is considered by individuals as an absolute necessary [45] and has resulted in businesses which have been expected to define their roles in society [37,41] in applying social, ethical, and legal responsibilities to their businesses [25]. However, many organizations presently emphasize on profitability [43], products, services, and marketing. Meanwhile, they have neglected the effect of running the business on society [41]. There have been numerous studies on CSR concentrating impact on companies’ economic [45], financial performance [27,43] and customer-related outcomes [39]. Furthermore, empirical studies have shown that CSR initiatives have a strong influence on consumers’ response to product attitudes towards products and services [45]. Onlaor, W. is with Management Information Systems Department, Faculty of Commerce and Accountancy, Thammasat University, Bangkok 10200, Thailand. (Phone: (66 2) 472-7136; e-mail: wichai_ake@hotmail.com). Rotchanakitumnuai S. is with Management Information Systems Department, Faculty of Commerce and Accountancy, Thammasat University, Bangkok 10200, Thailand. (Phone: (66 2) 613-2288; Fax (66 2) 225-2109; e- mail: siriluck@tu.ac.th). The purposes of this study are to analyze consumers’ perspective on CSR and how CSR perception affects the degree of customer loyalty particularly in mobile service companies. The next section provides underlying conceptual foundations which the author uses to develop a theoretical framework. In the third section, explanation of how methodology is used in this article. The subsequent section presents the finding of a survey of 400 consumers. Finally, managerial implications, limitations, and future research are presented. II. LITERATURE REVIEW Price Fairness Marketing researches have suggested that price is a critical factor which enhances the customer satisfaction [14,31] because whenever customer evaluates the value of goods or services they often think of price. The price is what the customer sacrificed to obtain goods or services [50]. However, unreasonable changes in price caused customers to perceive unfairness and unsatisfactory. Fairness can be defined as a belief of judgment of whether an outcome reaches to be reasonable, acceptable and just [31]. Moreover, customers will not always know or remember the actual price of a good or service but they consider in a way of appropriateness for them [50]. That means price fairness can be included the comparison of standard price, price perception and reference price [29,30,31]. Prior works showed that customers with perceived price fairness have significant influence on customer satisfaction [14,30,31], behavior intention [42], and customer loyalty [30,31]. Hence, first hypothesis is H1: The more customer favorably perceive on price fairness, the greater customer satisfaction. Service Quality Considerably, the issue of service quality has been studied by researchers and practitioners [46]. Quality is intangible and often the cause of misunderstanding because service has unique characteristics such as, intangibility, heterogeneity, inseparability [32,33], and cannot be kept for future consumption [7,39]. Broadly defined, service quality is disconfirmation between customers’ expectation and perceived service performances Wichai Onlaor and Siriluck Rotchanakitumnuai Enhancing Customer Loyalty towards Corporate Social Responsibility of Thai Mobile Service Providers T World Academy of Science, Engineering and Technology International Journal of Economics and Management Engineering Vol:4, No:6, 2010 1341 International Scholarly and Scientific Research & Innovation 4(6) 2010 scholar.waset.org/1307-6892/9535 International Science Index, Economics and Management Engineering Vol:4, No:6, 2010 waset.org/Publication/9535