| dc.description.abstract | The study purposely investigated the relationship between corporate social responsibility and customer loyalty among Uganda’s telecommunication companies.
The study was premised on three objectives; to examine the different CSR activities carried out by MTN Uganda, to investigate the components of customer Loyalty and to establish the relationship between CSR and customer loyalty at MTN Uganda.
The study adopted a descriptive research design. The study employed both quantitative and qualitative approaches. An interview guide and questionnaires were the main tools to use in data collection, which combined qualitative and quantitative techniques, respectively. In this study, the population was comprised of staff and customers of MTN Uganda.
The study found that CSR activities are most impactful in educational initiatives, with a high mean score of 4.38, and environmental conservation, scoring 4.27. Additionally, technology access programs receive strong positive feedback with a mean score of 4.29. In contrast, health-related CSR programs are less effective, showing a much lower score of 2.53, indicating an area that requires significant improvement. The study found that customer loyalty is notably high in the willingness to remain with MTN Uganda despite lower competitor prices, with an exceptional mean score of 4.92. However, trust in the brand and overall service satisfaction are areas of concern, with low scores of 2.35 and 2.20, respectively. Furthermore, the study found that CSR activities significantly enhance customer perceptions, with a high mean score of 4.17 for the value added by CSR initiatives and a strong trust in the brand due to transparent CSR efforts, scoring 3.87. Nonetheless, CSR’s influence on choosing an organization over competitors is less pronounced, with a mean score of 2.12, and its effect on overall satisfaction and loyalty shows moderate scores of 3.19 and 3.23, respectively. Therefore, the study recommends that to improve MTN Uganda's CSR efforts and customer loyalty, the company should focus on several key areas.
The study concludes that MTN Uganda’s CSR initiatives, particularly in education, environmental conservation, and technology access, are well-received and effectively foster customer loyalty. However, there is a clear need to enhance health-related programs, as their impact is currently perceived as limited.
Future research is needed for broader research across the whole telecommunications sector to better understand the impact of CSR on customer loyalty, including comparative studies in different regions and longitudinal analyses to assess changes over time | en_US |
