• Login
    View Item 
    •   UZ eScholar Home
    • Faculty of Business Management Sciences and Economics
    • Faculty of Business Management Sciences and Economics ETDs
    • Faculty of Business Management Sciences and Economics e-Theses Collection
    • View Item
    •   UZ eScholar Home
    • Faculty of Business Management Sciences and Economics
    • Faculty of Business Management Sciences and Economics ETDs
    • Faculty of Business Management Sciences and Economics e-Theses Collection
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Contributions of corporate social responsibility (CSR) to customer loyalty: The case of selected retail outlets in Zimbabwe

    Thumbnail
    View/Open
    Foroma_Contributions_of_corporate_social_resposnibility.pdf (1.164Mb)
    Date
    2019-12
    Author
    Foroma, Joromiah
    Type
    Thesis
    Metadata
    Show full item record

    Abstract
    The aim of this study was to investigate and draw conclusions on contributions of Corporate Social Responsibility (CSR) on customer loyalty using the two giant retail players – Spar Zimbabwe and TM Pick n Pay .The main research question was “Does Corporate Social Responsibility contribute positively to customer loyalty of the retailers in Zimbabwe?” The study was mainly guided by the positivism paradigm hence it adopted the quantitative design. As such the research approach was deductive as it was meant to test hypotheses which were presented in Chapter One of the report. To collect primary data, the research applied a survey strategy in which a structured questionnaire was administered among the selected respondents from the retail sector. The study population comprised of customers of the two retail outlets, estimated to be 5000 per week from which a sample of 357 was selected using the stratified sampling and simple random sampling techniques. Statistical analysis was conducted using SPSS version 25. Research findings confirmed the relationships between perceived service quality, trust and customer loyalty. Business practice CSR reputation targeting primary stakeholders was found to have a strong relationship with perceived quality and trust, but the relationship between philanthropic CSR reputation and trust has a positive relationship with a moderate effect. From the research data gathered and analysed, it was revealed that strategic efforts should be exerted on CSR, due to its value in contributing positively to service quality, trust and loyalty, which are regarded as important in bringing about sustainable competitive advantages and profitability for any organisation .It is therefore very important and relevant for the authorities to remember that when allocating resources for CSR, corporations should focus more on fulfilling the needs of their primary stakeholders who contribute to the companies’ profitability. Responsible business practices should be developed to create better quality customer perception which leads to higher loyalty and profitability. Limitations and suggestions for future research are also discussed.
    URI
    https://hdl.handle.net/10646/4506
    Additional Citation Information
    Foroma, J. (2019). Contributions of corporate social responsibility (CSR) to customer loyalty: The case of selected retail outlets in Zimbabwe (Unpublished master's thesis). University of Zimbabwe.
    Subject
    Corporate social responsibility
    Customer loyalty
    Retail sector
    Spar Zimbabwe
    TM Pick n Pay
    Supermarkets
    Collections
    • Faculty of Business Management Sciences and Economics e-Theses Collection [496]

    University of Zimbabwe: Educating To Change Lives!
    DSpace software copyright © 2002-2020  DuraSpace | Contact Us | Send Feedback
     

     

    Browse

    All of UZ eScholarCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage StatisticsView Google Analytics Statistics

    University of Zimbabwe: Educating To Change Lives!
    DSpace software copyright © 2002-2020  DuraSpace | Contact Us | Send Feedback