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- W3136514805 abstract "The purpose of this study was to investigate the effect of Corporate Social Responsibility (CSR) programmes on consumer buying behaviour (CBB) in the Telecommunication Industry in Zimbabwe. The telecommunication industry in Zimbabwe refers to three service providers, namely, Econet, Netone and Telecel. These service providers have a well recorded history of engaging in CSR programmes, such as, cholera campaign initiatives, annual blood donation projects, building of schools in both urban and rural areas, provision of textbooks in schools, development of ICT centres, funding the education of gifted students and buying drugs and medical equipment for hospitals. However, what remains unknown currently is the fact that very little is known about the association between the consumers’ patronage of mobile telecommunication services, such as, brand name, quality services, reference groups, promotions, bonuses, and products offered by Econet, Netone and Telecel and CSR initiatives. This study was guided by a number of independent variables, such as, economic CSR, legal CSR, Ethical CSR, and philanthropic CSR. The descriptive survey research method was adopted for this study. To that end a sample size of one hundred and fifty network subscribers of Econet, Netone and Telecel were selected for the study using the purposive sampling technique. Thus, the data collected from the respondents were analysed using multiple regression analysis. After testing the reliability and validity of the data, the five hypotheses were tested using SEM (Structural Equation Modeling). It was found that all the four hypotheses were supported and thereby acknowledged the significant influence of CSR related activities performed by telecommunication companies on consumer buying behaviour. The regression results showed that CSR programmes adopted by Netone, Econet and Telecel are highly associated with consumer buying behaviour. CSR should be viewed as part of the code of ethics of any corporate organization also there should be a national policy from government to set parameters for CSR in Zimbabwe. These findings will help decision-makers to formulate their promotion activities in such a manner that it aligns with the value system of the consumers and increase the overall consumer base." @default.
- W3136514805 created "2021-03-29" @default.
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- W3136514805 date "2021-03-13" @default.
- W3136514805 modified "2023-09-27" @default.
- W3136514805 title "THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY PROGRAMMES ON CONSUMER BUYING BEHAVIOUR IN THE TELECOMMUNICATION INDUSTRY IN ZIMBABWE" @default.
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