PROMOTING CUSTOMER LOYALTY THROUGH CORPORATE SOCIAL RESPONSIBILITY: EVIDENCE FROM PBC LIMITED, SEFWI WIAWSO, WESTERN NORTH OF GHANA

ABSTRACT The study examined the promotion of customer loyalty through corporate social responsibility with evidence from PBC Limited in Sefwi Wiawso in the Western Region of Ghana. The objectives of the study were: to ascertain the level of awareness of corporate social responsibility (CSR) among customers of PCB Limited; to explore the challenges faced by PBC Limited in implementing CSR at Seftwi Wiawso; and to examine the relationship between CSR and customer loyalty among customers of PBC Limited Employing the quantitative research approach, descriptive research design, Yamane’s (1973) formula, and random sampling design; 280 completed and valid questionnaire were obtained from farmers, who were customers of PBC Limited. The questionnaire was self-administered. IBM SPSS Statistics for windows, version 23 was the software used to analyse the data. The study found that customers were aware of the CSRs carried out by PBC Limited. Also, the study established that there were several challenges hindering the successful implementation of CSR programmes among beneficiaries. Standard multiple regression analysis showed a positive relationship between CSR and customer loyalty among farmers. The study concluded that customers of PBC Limited were willing to do business with PBC Limited because of their engagement in CSR. The study recommends that management should consider addressing the numerous challenges encountered during the implementation of CSR programmes to their beneficiaries.