An investigation into the impact of Corporate Social Responsibility (CSR) on organisational performance in telecommunications sector in Zimbabwe

Abstract

Corporate social responsibility has a positive impact on economic growth of a country by contributing to inclusive growth and business performance. Telecommunications companies operating in Zimbabwe are involved in corporate social responsibility in one way or another. They are trying to improve business performance from conducting good CSR practices. The main objective of this study was to investigate the impact of corporate social responsibility on organisational performance in the telecommunications sector in Zimbabwe. The researcher used the quantitative (positivist) approach. The survey technique was used and questionnaires were disseminated and some were send via email by the researcher. The study population was composed of 1000 people which included managers, employees and customers of the telecommunications companies mainly operating in Harare metropolitan province. The sample size for 101 which comprised of 11 managers, 30 employees and 60 customers. For the purpose of this research the researcher used the probability sampling method which specifically is the stratified random sampling method. Questionnaires were used because they had similar set of data, easy to distribute and allowed anonymity and a high response rate. The study recognized that good CSR practices lead to brand loyalty, employee motivation and commitment and improved sales performance of an organisation. Little has been done to investigate the impacts of CSR activities on business performance and reduction of various social problems in society. The study revealed that good CSR practices are vital for telecommunications companies to gain competitive advantage and improving business performance. It is recommended that all companies should be involved in CSR activities since it is embedded in corporate governance practices and to reduce social problems.