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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/9079

Title: An assessment of consumer perception on CSR in the telecommunication industry in Ghana
Authors: Ofori Agyekum, Frank
Issue Date: 5-Oct-2016
Abstract: The study examined consumer perception on CSR in the Telecommunication industry in Ghana with the view to shed more light on societal expectations to give direction to companies who wants to engage in CSR initiatives as to which areas will have maximum positive impact. The study employed quantitative approach and data was collected from a survey. Self-administered questionnaires were the main instrument used for data collection. Descriptive statistics was used to analyze the quantitative data with the aid of statistical package for social sciences (SPSS) version 21.0.The findings of the study revealed that all the factors of customer expectations which included proper customer management and service, lower tariffs and fair price, good network connectivity and more social projects proved to be very important and as such Telecom companies should adopt pragmatic approach to include customer management practices, charging of fair price and provision of good network connectivity in their CSR policies as a means of satisfying customers’ expectations to enhance customer loyalty. The findings also show that the CSR activities of the Telecom companies have significant positive impact on the loyalty of their customers. The study recommends, among others, that Telecom companies should continue to provide educational support, health support and economic empowerment to benefit the communities in which they operate.
Description: A Thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the award of the degree Master Of Business Administration (Marketing Option) School of Business, KNUST College of Humanities and Social Sciences November, 2015
URI: http://hdl.handle.net/123456789/9079
Appears in Collections:College of Arts and Social Sciences

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