Impact of Africell corporate social responsibility on customer loyalty
Nabisere, Angella Rose
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The study aimed examining the impact of Africell Corporate Social Responsibility on customer loyalty using primary data collected from Africell users in Central Uganda. Questionnaire was used the major tool for collecting data and sample of 384 respondents was taken however, the return rate was 84% (300 filled questionnaires). The study used cross sectional study design and both methods of data collection were used. Data was entered in excel of cleaning. Coding and analyzing was done using stata software. This was analyzed at univariate which included frequency distribution table by percentage and bivariate with Pearson’s chi-square statistical test. Results indicated that 67.33% did not use Africell services daily and 51.33%were females. More so 65.66% were in the age group of 20 – 29 years, 34% of the respondents did not know how to use Africell mobile banking, 39.67% knew how to use Africell internet, 46.59% agreed that they understand Africell CSR as managing well the environment, 30.1% of the respondents agreed that they understand CSR as contributing to social programmes, 32.33% did understand Africell CSR as being in good terms or relationship with the community, 49.33% had ever participated in Africell promotions and 30.2% knew how to load Africell airtime. From the bivariate analysis, Mobile banking, Internet use, Airtel load, Participation in promotion offers, Environment management, Community relations and social program contribution were statistically associated with customer loyalty as p-value was less than 0.05. Therefore, Africell should improve on its CSR, raise the customer’s awareness level of social responsibility, promotion campaigns, rewarding of its customers and offer conveniences for customers.