Impact of corporate social responsibility on customer loyalty towards telecommunication network

Abstract

The study intended to examine the impact of corporate social responsibility on customer loyalty towards telecommunication network. To achieve this, different specific objectives were examined that is to say, examining telecommunication network user`s knowledge and awareness towards CSR, analyzing the association between CSR services and CSR knowledge, describing the association between demographic factors and CSR knowledge and assessing the association between economic factors and customer loyalty. The study used primary data with a sample size of 300 respondents. The data was collected using a well-structured questionnaire. This study used a cross section study design. From the study findings, the majority of the respondents were not knowledgeable about CSR, majority of the respondents were female, a larger proportion of the respondents were in the age bracket of 30-40 years and the majority of the respondents were single. Half of the study participants had attained secondary education as their highest level of education, the majority of the respondents were currently not working and more than half of the respondents earned between 200,000-500,000 Uganda shillings. At the second level of analysis, results show that age, employment opportunity, income, frequency of service usage, involvement in CSR and what influenced respondent to use specified network were found to be statistically significant with knowledge of the respondent towards CSR as the pvalue was less than 0.05. The researcher then concludes that knowledge of CSR among telecommunication users of different network was influenced by various factors which included; age, employment opportunity, income, frequency of service usage, involvement in CSR and what influenced the respondent to use a specified network. Therefore, the following were recommended; Telecommunication networks should improve on their CSR to achieve a high level of social responsibility, in order to incorporate into their society as well as achieving greater loyalty from their customers. Telecommunication networks should raise the customer’s awareness level of social responsibility through the advertising and their front-line employees. Telecommunication network should increase on its promotion campaigns and even rewarding of its customers. This can help to improve on customer loyalty.