Browsing by Author "Solomon, Selam"

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    Analysis of the Effect of Corporate Social Responsibility Practices on Customer Satisfaction: A case of Ethio Telecom Enterprise Customers
    (Addis Ababa University, 2017-06-14) Solomon, Selam; Andualem, Getie (PhD)
    In the face of growing worldwide interest in corporate social responsibility (CSR), this paper explores how CSR factors influence customer satisfaction. The purpose of this study is to investigate CSR’s effect on customer satisfaction in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “What is the relationship between corporate social responsibilities and customer satisfaction? And how do the different CSR dimensions practices affect customer satisfaction? “The most common and widely used conceptual framework of Carroll’s pyramid was used. A quantitative research design was applied to research the casual relationship of the corporate social responsibility dimensions to that of customer satisfaction. A stratified random sampling technique was conducted to select the respondents. Appling a structured questionnaire written in Amharic the researcher together with Ethio Telecom customer service management (CSM) section distributed to 325 peoples through their e-mail and face to face at enterprise sales office. The analysis was performed using descriptive and inferential statistics by using SPSS version 20 software. The finding shows that CSR model can be applied in a monopolist company as well. Ethical Responsibility, Philanthropical Responsibility and Consumer Protection were found to be positively and significantly affecting customer satisfaction as they were hypothesized. The results showed that the causal effect of the consumer protection dimension on customer satisfaction was rather strong. The ethical responsibility variables, on the other hand, turned out to have a weak effect on customer satisfaction. Moreover, there is a strong positive relationship between all the CSR dimensions and customer satisfaction. As both CSR and customer satisfaction are quite complex concepts, a qualitative research approach could be conducted for further research.