APPRAISING THE MARKETING IMPLICATIONS AND POTENTIAL OF CORPORATE SOCIAL RESPONSIBILITY IN GHANA.pdf (original) (raw)
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International Journal of Sustainable Society, 2019
Despite the growing practice of corporate social responsibility (CSR) within the telecommunications industry of Ghana, it has received limited research attention. Thus, the primary purpose of this study is to examine perceptions and expectations of consumers' regarding Airtel Ghana CSR initiatives, consider their impact on purchase intentions and identify any gap between consumers' perceptions and their expectations of Airtel Ghana CSR initiatives. A cross-sectional survey was adopted for this study and the study is quantitative in nature. The results suggest philanthropic and legal CSR were the current main drivers of Airtel Ghana consumers' purchase intentions. However, based on their expectations, Airtel Ghana consumers' wished their purchase intensions were driven by economic and ethical CSR practices instead. The researchers' discuss managerial and theoretical implications of the research results. Future research will adopt the three part model of CSR and findings compared to get a view of CSR from different perspectives.
The purpose of this study was to empirically investigate the influence of CSR awareness on consumer purchase intention of a telecommunication network in Ghana. A sample size of one hundred and fifty (150) network subscribers of MTN was selected for the study using the purposive and convenience sampling method. The data obtained were analyzed using Statistical Package for Social Sciences (SPSS 20.0) software. From the study, the researcher found out that, customers are aware of the fact that MTN currently embarks on CSR activity such as hepatitis B Campaign project, annual blood donation projects, building of schools, provision of text books, school uniforms, development of ICT centers, MTN Ghana foundation and Heroes of Change project. However, what remained unknown was whether it has an effect on customer purchasing decision of their network or not. The study also revealed that, there were other factors that influenced consumer patronage of MTN services such as Brand name, quality services, reference groups, promotions, bonuses and products offered by MTN and the country of origin. However CSR activities performed by MTN were rated as a higher factor that influence consumers stay and repurchase of the network. Regulatory bodies should be firm in enforcing laws in corporate organizations and CSR should be viewed as part of the code of ethics of any corporate organization also there should be a national policy
Problems and Perspectives in Management, 2019
The purpose of this study is to investigate the impact of corporate social responsibility (CSR) strategies on consumer patronage of telecommunication industry: an MTNF Science and Technology State. It specifically aims to determine the influence of MTNF Science and Technology Scholarship Scheme as a CSR strategy on consumer patronage of MTN and also, to assess the influence of MTN Foundation Restructured Schools Connect Project as a CSR strategy on the corporate image of MTN. The survey research method was chosen for the study. The study population comprises subscribers of MTN in Enugu State, which is 1,295.918. A sample size of 400 was determined using Taro Yamane’s formula. Applying the simple linear regression, the findings revealed that MTNF Science and Technology Scholarship Scheme as a CSR strategy has a significant influence on consumer patronage of MTN (r = 0.945; t = 56.377; F = 3173.334; p < 0.05). Similarly, it was revealed that there is significant influence of MTN Fo...
International Journal of Business and Social Science
Purpose: The purpose of this study is basically to examine the nexus between patronage of telecommunication network services and Corporate Social Responsibility activities executed by the three mobile telecommunication network providers with the highest subscribers in Ghana. Findings: The study reveals that there is no relationship between the patronage of mobile communication network services and Corporate Social Responsibility activities executed by the three leading mobile telecommunication service providers in Ghana. Patronage is purely premised on quality voice call service, wide network coverage, promotion packages, and fast and affordable internet services inter alia. Conclusion; it is suggested that the government should encourage the public to patronize the services and products of corporate bodies who initiate Corporate Social Responsibility projects in the societies so that those corporate bodies would be encouraged to engage in more social activities and projects to support the Government.
THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY PERFORMANCE ON CUSTOMER LOYALTY: EVIDENCE FROM GHANA
This study investigates the impact of corporate social responsibility performance on customer loyalty in Ghana's telecommunication in industry. Analysis of survey data collected from 588 customers revealed that there has been a surge in corporate social responsibility activities by telecom firms in Ghana in recent years. The results show that corporate social responsibility initiatives of the telecom firms are associated with community development and support through the provision of clean borehole water, education, and health services. Environmental issues, on the other hand, receive minimal attention from the telecom companies despite the fact that most of these companies are known to have sited telecom masts close to residential communities with severe health implications for residents. Also, poor quality of service provided by all networks casts doubts upon the genuineness of their philanthropic gestures. The paper includes recommendations for government to institute stringent measures to ensure telecom firms improve their services and provide value for money as part of their corporate citizenship. In addition, corporate social responsibility activities should be regulated to ensure firms engage in projects that have real impact on people's lives rather than those meant for mere publicity. JEL: M140, M160
Present day business models are fast challenging the long standing unidirectional responsibility of corporations to their stockholders. The Enlightened Self Interest concept in business ethics however contends that social performance indirectly supports the financial performance of these corporations. This assertion is based on the logic that consumers who are the ultimate drivers of the economic bottom line always perceive the social actions and sanction accordingly through loyalty and purchase preferences. Do Customers really perceive Corporate Social responsibility as intended by the corporations? This work answers this question by applying the stakeholder theory with five dimensions of social responsibility expenses on; education; sports; health; environment; art and culture in the leading Mobile Telecommunications Network (MTN) Company in Cameroon. The study adopts a time series approach and regresses quarterly expenses on five Corporate Social Responsibility (CSR) dimensions from 2001-2014 against the financial performance of the organization. The study equally applied a stratified random sample of 1000 consumers from different classes. The analyses established a highly significant relationship between corporate social responsibility expenses and the financial performance of the company, depicted by a fitness measure (adjusted R squared) of 0.986.
Purpose-The telecommunication industry in Ghana has seen a lot of growth over the last decade and with up to six telecommunications companies operating in Ghana currently, there is very little to choose between any two brands. In an overly communicated sector such as the telecom sector, CSR as a positioning strategy seems to be a better way to differentiate one's offering from the rest. With customers more concerned about organisations social responsibility activities and with the telecommunications companies investing huge sums of money in to CSR activities it is imperative to find out if the telecom companies employ CSR (image and ethos) as a positioning strategy. Design/methodology/approach-The study used a sample of students from the University of Ghana who are customers of the telecommunication companies. The study adopted a non-probability quantitative survey using questionnaires. Findings-The key findings of the study were that, respondents were of the view that, the network providers were adopting image and ethos as a positioning strategy, only two strategies positioning competition and image and ethos strategy were adopted and the dominant positioning strategy was competition. Research limitations/implications-Future studies be carried out in other jurisdictions to affirm the validity of the results. Also a longitudinal study with respect to the positioning strategies of firms should be carried out to ascertain the changing trends that can impact and affect the positioning strategy of the firm. Originality/value-It is the first of its kind to be carried out in Ghana in the area of CSR as a positioning strategy and will be of interest to academics and practitioners in both CSR and positioning.
Corporate Social Responsibility Brand Loyalty in The Nigerian Telecommunication Industry
IOP Conference Series: Earth and Environmental Science, 2019
The existing literature on Corporate Social Responsibility with regards to consumer responsiveness towards the organization is currently split and filled with inconsistencies. This reality makes theory building quite difficult. Therefore, further studies will be necessary to build theory consensus and update the existing literature. This study attempts to evaluate the effects of corporate social responsibility on brand loyalty in a developing nation such as Nigeria, with special focus on its telecommunication industry. Data gathering was carried out through the distribution of 386 questionnaires to the customers of the four largest mobile telecommunication firms in Nigeria. Simple linear regression was used in testing the formulated hypothesis. Findings from the hypothesis testing reveals there is no significant relationship between corporate social responsibility and brand loyalty in the Nigerian telecommunication sector. However, favorable price point, good quality service and goo...
CSR is by no means a new idea, more companies than ever before are backing CSR initiatives such as corporate philanthropy, cause-related marketing, minority support programs, socially responsible employment, manufacturing practices and they are doing so with real financial and marketing muscle. The web sites of more than 80% of the fortune 500 companies address CSR issues, reflecting the pervasive belief among business leaders that in today’s marketplace. CSR is not only an ethical/ideological imperative, but also an economic one. This growth shows that CSR proliferates on the board room agenda across many sectors and thus proves that modern corporations understand the need to give to their business a more holistic sense in order to ensure their viability. This paper starts with an introduction to the term of CSR presenting the main notions that have accompanied CSR through the years of its evolution. Thereafter, we present the literature review based on international studies on how CSR policies influence the consumers. In addition, we present some evidence based on empirical research that we conducted in the Utkal University as part of my Ph.D course; showing the extent that CSR initiatives of the Indian mobile phone operators influence students’ buying decisions. Thereafter we emphasize to the few surveys that illustrate the discussion about CSR in India, especially in Bhubaneswar city. Finally, the paper concludes by showing the existing research gap in this field and suggests new research’s directions.