Abstract:
The telecommunication industry in Ghana has undergone tremendous change over the years
as a result of competition among the players. Telecommunication service providers are
constantly influencing perception of customer, based on the country of origin in order to
influence consumer choice. The study focused on the impact of Corporate Social
Responsibility (CSR) on firm’s performance in Ghana. The objectives of the study are to
examine some of the Corporate Social Responsibility activities undertaking by the
telecommunication industries in Ghana, to examine the implications of CSR Sales, to
determine the impact of CSR on customer loyalty and to determine the implications of sales
and customer loyalty on firm’s performance. The survey was conducted on a total of 300
respondents out of which 230 responses were received representing 76.67% response rate.
The study collected data using questionnaires. The study adopted convenience and
purposive sampling technique in selecting respondents. The results generally outline some
of the CSR activities firms in the Telecommunication sector carry out. Based on result,
activities primarily include: establishment of charitable foundations, reality shows for young
talents, educational sponsorship for needy but brilliant students, and provision of health care
facilities for communities, building and renovating schools. The study recommended that
firms should provide education on their CSR activities, undertake regular surveys, discover
challenges of their customers to improve their CSR activities, increase budget for CSR
activities due to the impact it has on the performance of firms in Ghana.
Description:
A Dissertation/ Thesis in the Department of Management Studies Education, Faculty
of Business Education, submitted to the School of Graduate Studies, University of
Education, Winneba in partial fulfillment of the requirements for award of the Master
of Business Administration (Marketing) degree
