THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON FIRMS’ PERFORMANCE A CASE OF TELECOMMUNICATION INDUSTRY IN GHANA

ABSTRACT

The telecommunication industry in Ghana has undergone tremendous change over the years as a result of competition among the players. Telecommunication service providers are constantly influencing perception of customer, based on the country of origin in order to influence consumer choice. The study focused on the impact of Corporate Social Responsibility (CSR) on firm’s performance in Ghana. The objectives of the study are to examine some of the Corporate Social Responsibility activities undertaking by the telecommunication industries in Ghana, to examine the implications of CSR Sales, to determine the impact of CSR on customer loyalty and to determine the implications of sales and customer loyalty on firm’s performance. The survey was conducted on a total of 300 respondents out of which 230 responses were received representing 76.67% response rate. The study collected data using questionnaires. The study adopted convenience and purposive sampling technique in selecting respondents. The results generally outline some of the CSR activities firms in the Telecommunication sector carry out. Based on result, activities primarily include: establishment of charitable foundations, reality shows for young talents, educational sponsorship for needy but brilliant students, and provision of health care facilities for communities, building and renovating schools. The study recommended that firms should provide education on their CSR activities, undertake regular surveys, discover challenges of their customers to improve their CSR activities, increase budget for CSR activities due to the impact it has on the performance of firms in Ghana.