| dc.description.abstract | This study was undertaken to determine the perception of the University
of Nairobi students' perception towards Safaricom's corporate social
responsibility practices and how it has influenced their behavior towards
purchase of airtime.
The study is divided into five chapters. Chapter One is introductory. It
clarifies the background to the study, the problems the study addresses:
the purpose of the study, the research questions, the scope and
limitation of study, the conceptual framework and the significance of the
study. Chapter Two is a review of related literature where key concepts
and theoretical review are discussed to prepare the ground for analyzing
the problems. Chapter Three is an exposition of the research process. In
this regard, the research design and parent population are analyzed to
justify the simple random sampling method used as well as the tools
used In data collection and analysis. Questionnaires were the
instruments used for data collection. Descriptive statistics such as
frequencies, percentages, mean scores and standard deviation as well as
qualitative analysis such as content analysis were used to present and
analyze the data. Chapter Four dwells on the results and Chapter Five on
the discussion, conclusion and recommendations.
The study established that even though the respondents unanimously
agreed that to a large extent, Safaricom had participated in CSR, they
indicated that this was not enough as according to them Safaricom was
making abnormal profits as compared to what it was giving back to the
society. The study also established that despite Safaricom's participation
in CSR activities, this had no influence on the students' airtime purchase
behavior but by the company offering quick and efficient services such as
M-PESA and HOTSPOT and the need for communication. The study
recommended that Safaricom concentrate on improving its services to its
customers as this had proved to satisfy its customer needs and also
profitable to the organization due to increased number of subscribers.
The study further recommended that Safaricom concentrate on activities
that would directly benefit its customers. | en |
