An analysis of the effects of corporate social responsibility on consumer patronage of GSM service providers in Nigeria

Great deal of inconsistencies exist in the literature regarding the influence of Corporate Social Responsibility on organizational outcomes, highlighting the need for more explorations, especially in different cultures and settings in order to build theory and update literature. This study attempts...

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Main Authors: Adeiza, Adams, Adepoju, Bamidele Adeboye
Format: Article
Published: 2017
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Online Access:http://repo.uum.edu.my/26173/
http://www.mayfeb.com/OJS/index.php/BUS/article/view/237
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spelling my.uum.repo.261732019-07-07T07:15:42Z http://repo.uum.edu.my/26173/ An analysis of the effects of corporate social responsibility on consumer patronage of GSM service providers in Nigeria Adeiza, Adams Adepoju, Bamidele Adeboye HD28 Management. Industrial Management Great deal of inconsistencies exist in the literature regarding the influence of Corporate Social Responsibility on organizational outcomes, highlighting the need for more explorations, especially in different cultures and settings in order to build theory and update literature. This study attempts to determine the effects that customer perception of corporate social responsiveness has on patronage of GSM service providers. A survey questionnaire was used to gather data from 395 consumers of GSM services in Nigeria. Linear Regression was conducted to test the formulated hypothesis while weighted average was used to analyse the relative influence of each element of corporate social responsiveness on consumer patronage. It was found that social responsiveness of GSM service providers has a positive and significant influence on consumer patronage of their services. Of the identified elements of corporate social responsibility, intrinsic components such as special efforts to improve customer satisfaction and care for their rights as well perception of care for employees are the most emphasised by consumers. On the basis of these findings, measures are recommended to improve on consumer perception of corporate social responsiveness of GSM service providers. Given the recent increase in the GSM companies’ investment in CSR activities in Nigeria, a comprehensive independent assessment (such as this) of the impact of such investments helps in redesigning the activities for enhanced impact. 2017 Article PeerReviewed Adeiza, Adams and Adepoju, Bamidele Adeboye (2017) An analysis of the effects of corporate social responsibility on consumer patronage of GSM service providers in Nigeria. MAYFEB Journal of Business and Management, 1. pp. 16-31. ISSN 2371-7742 http://www.mayfeb.com/OJS/index.php/BUS/article/view/237
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Adeiza, Adams
Adepoju, Bamidele Adeboye
An analysis of the effects of corporate social responsibility on consumer patronage of GSM service providers in Nigeria
description Great deal of inconsistencies exist in the literature regarding the influence of Corporate Social Responsibility on organizational outcomes, highlighting the need for more explorations, especially in different cultures and settings in order to build theory and update literature. This study attempts to determine the effects that customer perception of corporate social responsiveness has on patronage of GSM service providers. A survey questionnaire was used to gather data from 395 consumers of GSM services in Nigeria. Linear Regression was conducted to test the formulated hypothesis while weighted average was used to analyse the relative influence of each element of corporate social responsiveness on consumer patronage. It was found that social responsiveness of GSM service providers has a positive and significant influence on consumer patronage of their services. Of the identified elements of corporate social responsibility, intrinsic components such as special efforts to improve customer satisfaction and care for their rights as well perception of care for employees are the most emphasised by consumers. On the basis of these findings, measures are recommended to improve on consumer perception of corporate social responsiveness of GSM service providers. Given the recent increase in the GSM companies’ investment in CSR activities in Nigeria, a comprehensive independent assessment (such as this) of the impact of such investments helps in redesigning the activities for enhanced impact.
format Article
author Adeiza, Adams
Adepoju, Bamidele Adeboye
author_facet Adeiza, Adams
Adepoju, Bamidele Adeboye
author_sort Adeiza, Adams
title An analysis of the effects of corporate social responsibility on consumer patronage of GSM service providers in Nigeria
title_short An analysis of the effects of corporate social responsibility on consumer patronage of GSM service providers in Nigeria
title_full An analysis of the effects of corporate social responsibility on consumer patronage of GSM service providers in Nigeria
title_fullStr An analysis of the effects of corporate social responsibility on consumer patronage of GSM service providers in Nigeria
title_full_unstemmed An analysis of the effects of corporate social responsibility on consumer patronage of GSM service providers in Nigeria
title_sort analysis of the effects of corporate social responsibility on consumer patronage of gsm service providers in nigeria
publishDate 2017
url http://repo.uum.edu.my/26173/
http://www.mayfeb.com/OJS/index.php/BUS/article/view/237
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score 12.833352