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Corporate social responsibility effect on consumer patronage-management perspective: case study of a telecommunication company in Nigeria

Corporate social responsibility (CSR) has become an important topic in recent years, most especially in a developing country like Nigeria where government regulation is a toothless bulldog to the private and multi-national companies. This, with the growing recognition of the significant effect the C...

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Main Authors: Abdulsalam, Babatunde Kamaldin, Seyi, Akinboboye
Format: Article
Language:English
Published: Universiti Kebangsaan Malaysian 2013
Online Access:http://journalarticle.ukm.my/6421/1/V29_1_55-72.pdf
http://journalarticle.ukm.my/6421/
http://www.ukm.my/jkom/
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spelling my-ukm.journal.64212016-12-14T06:41:07Z http://journalarticle.ukm.my/6421/ Corporate social responsibility effect on consumer patronage-management perspective: case study of a telecommunication company in Nigeria Abdulsalam, Babatunde Kamaldin Seyi, Akinboboye Corporate social responsibility (CSR) has become an important topic in recent years, most especially in a developing country like Nigeria where government regulation is a toothless bulldog to the private and multi-national companies. This, with the growing recognition of the significant effect the CSR has on a company and the environment. So it is becoming increasingly clear that firms can contribute to their own wealth and to overall societal wealth by considering the effect they have on the community where they operate and the world at large when making decisions. Although consumers are often identified as a driver of the business case for corporate social responsibility, but little is known about the precise effect of CSR on the consumer of a product or service. This study used a case study approach from the managerial view to empirically test the effect of CSR on consumer patronage of a leading telecommunications network company in Nigeria. Hypotheses were developed to test the relationship between CSR initiatives and societal benefit. The Chi-square method is adopted in testing the various formula hypotheses. The findings suggest that the practice of CSR enhances consumer loyalty and patronage towards a particular firm and also by investing in CSR, a firm could achieve a positive outcome in terms of its financial performance. Universiti Kebangsaan Malaysian 2013 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/6421/1/V29_1_55-72.pdf Abdulsalam, Babatunde Kamaldin and Seyi, Akinboboye (2013) Corporate social responsibility effect on consumer patronage-management perspective: case study of a telecommunication company in Nigeria. Jurnal Komunikasi ; Malaysian Journal of Communication, 29 (1). pp. 55-71. ISSN 0128-1496 http://www.ukm.my/jkom/
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Corporate social responsibility (CSR) has become an important topic in recent years, most especially in a developing country like Nigeria where government regulation is a toothless bulldog to the private and multi-national companies. This, with the growing recognition of the significant effect the CSR has on a company and the environment. So it is becoming increasingly clear that firms can contribute to their own wealth and to overall societal wealth by considering the effect they have on the community where they operate and the world at large when making decisions. Although consumers are often identified as a driver of the business case for corporate social responsibility, but little is known about the precise effect of CSR on the consumer of a product or service. This study used a case study approach from the managerial view to empirically test the effect of CSR on consumer patronage of a leading telecommunications network company in Nigeria. Hypotheses were developed to test the relationship between CSR initiatives and societal benefit. The Chi-square method is adopted in testing the various formula hypotheses. The findings suggest that the practice of CSR enhances consumer loyalty and patronage towards a particular firm and also by investing in CSR, a firm could achieve a positive outcome in terms of its financial performance.
format Article
author Abdulsalam, Babatunde Kamaldin
Seyi, Akinboboye
spellingShingle Abdulsalam, Babatunde Kamaldin
Seyi, Akinboboye
Corporate social responsibility effect on consumer patronage-management perspective: case study of a telecommunication company in Nigeria
author_facet Abdulsalam, Babatunde Kamaldin
Seyi, Akinboboye
author_sort Abdulsalam, Babatunde Kamaldin
title Corporate social responsibility effect on consumer patronage-management perspective: case study of a telecommunication company in Nigeria
title_short Corporate social responsibility effect on consumer patronage-management perspective: case study of a telecommunication company in Nigeria
title_full Corporate social responsibility effect on consumer patronage-management perspective: case study of a telecommunication company in Nigeria
title_fullStr Corporate social responsibility effect on consumer patronage-management perspective: case study of a telecommunication company in Nigeria
title_full_unstemmed Corporate social responsibility effect on consumer patronage-management perspective: case study of a telecommunication company in Nigeria
title_sort corporate social responsibility effect on consumer patronage-management perspective: case study of a telecommunication company in nigeria
publisher Universiti Kebangsaan Malaysian
publishDate 2013
url http://journalarticle.ukm.my/6421/1/V29_1_55-72.pdf
http://journalarticle.ukm.my/6421/
http://www.ukm.my/jkom/
_version_ 1643736761554173952
score 13.211869

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