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

机译:企业社会责任对消费者惠顾管理的影响:以尼日利亚一家电信公司为例

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摘要

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.
机译:企业社会责任(CSR)近年来已成为重要的话题,尤其是在像尼日利亚这样的发展中国家中,政府监管对私营和跨国公司而言是无牙的斗牛犬。随着人们日益认识到CSR对公司和环境的重大影响,这一点得到了认可。因此,越来越清楚的是,企业在做出决策时可以考虑其对经营所在社区和整个世界的影响,从而为自己的财富和整体社会财富做出贡献。尽管通常认为消费者是企业承担社会责任的商业案例的推动者,但对于企业社会责任对产品或服务的消费者的确切影响知之甚少。这项研究从管理者的角度采用了案例研究的方法,以实证检验了CSR对尼日利亚一家领先的电信网络公司的消费者惠顾的影响。假设被用来检验企业社会责任倡议和社会利益之间的关系。在检验各种公式假设时采用卡方方法。研究结果表明,企业社会责任的实践可以增强消费者对特定公司的忠诚度和光顾,并且通过对企业社会责任进行投资,企业可以在财务业绩方面取得积极的成果。

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