Corporate social responsibility factors and customer satisfaction: a case study of vodacom Tanzania

The main objective of this study was to explore the relationship between corporate social responsibility (CSR) activities and customer satisfaction in Tanzania. The study used cross-sectional research design to examine Vodacom perceived CSR practices and their impact on customer satisfaction. This study refers to customer as one among the important stakeholders in CSR activities and as those who are the intended beneficiaries of the CSR programs. It used both primary and secondary data to gather information on the subject under study. Primary data on customer awareness of CSR activities, their perception of the satisfaction of the services was collected through structured questionnaires that were administered to 146 respondents in Dar es Salaam city, were analyzed by using SPSS and later interpreted. Secondary data was done through a thorough review of academic articles as well as text books and documentaries. Results showed that there is a significant relationship between Vodacom’s CSR activities in Tanzania, how they are perceived by customers and customers’ satisfaction. Results lead to a conclusion that customers have felt Vodacom’s engagement in CSR activities in Tanzania and that most of them felt that their actions may be influenced by the company’s involvement in such activities. The results have implications to service providers, particularly telecommunications companies on the importance of their involvement in CSR activities since they complement customer satisfaction and for CSR activities to be successful, the intended customers have to be satisfied. The study recommends that business leaders should complement their commercial campaigns with the company’s social purposes to the public. Thus, CSR activities may be used as a campaign for raising brand awareness and they should take into consideration priorities of the community they operate. Moreover, companies should enhance transparency of their businesses to develop customers’ trust, an aspect, which leads to customer satisfaction and most likely, customer loyalty as well as customer retention.