THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY PERFORMANCE ON CUSTOMER LOYALTY: EVIDENCE FROM GHANA

Evans Sokro and Ruby Melody Agbola

Global Journal of Business Research, 2016, vol. 10, issue 4, 67-82

Abstract: 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

Keywords: Corporate Social Responsibility; Customer Loyalty; Telecommunication; Ghana (search for similar items in EconPapers)
JEL-codes: M14 M16 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ibf:gjbres:v:10:y:2016:i:4:p:67-82

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