Customer perception about corporate social responsibility in the Telecommunication Industry
In a highly competitive global market, mobile telecommunication companies must strive to present an image of themselves as companies that are very responsible socially. Active participation in socially beneficial programs provides extra advantages to the company. The research explores the perception of customers on the various Corporate Social Responsibility (CSR) activities of firms in the mobile telecommunication industry. Drawing on Carroll’s pyramid, various dimensions of CSR activities are investigated. The importance placed by consumers is evaluated on the four responsibilities of firms – economic, legal, ethical and philanthropic. Based on primary data collected via a self‐administered survey in Kumasi evidence is provided to show the perception of customers in the telecommunication industry. Findings from the study showed that according to the index, the highest rated activity was the offering of quality products and least rated activity was the reasonable return on investment. The study found out that according to customers, mobile telephone networks do not engage a lot in philanthropic activities such as response to natural disasters and community involvement. Philanthropic activities were averagely rated as the least activity engaged in by the companies. The study showed that the most important CSR activity was the offering of quality products; the next important activity was the issue of offering quality services. The least important activity was not engaging in corrupt activities. The study showed that the most important activity perceived by the customers was engaging in CSR economic activities. From the research findings it is recommended that mobile telecommunication companies should focus more on offering quality products and services to their customers.
A Thesis Submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in Partial Fulfillment of the Requirement for the Degree of Master of Business Administration (Marketing Option), 2015