The perceived link between social responsibility and corporate image at Kenya shell ltd:A survey of selected publics in Nairobi

Abstract

Corporate Social Responsibility is concerned with the integration of environmental, social, economic and ethical considerations into business strategies and practices. In Kenya there is an upsurge in Corporate Social Responsibility by Companies, a phenomenon which has seen most of them establishing foundations like the Safaricom foundation, East African Breweries foundation; among others. Kenya Shell has been among the three companies in Kenya who have supported the operation smile mission for 10 years. In addition, The Kenya Shell Ltd offers Corporate Social Responsibility activities in health areas, environmental conservation, sponsoring of needy students, caring and maintaining children’s homes to mention but a few. This study would therefore seek to investigate how best practices of Corporate Social Responsibility impact on the corporate image of Kenya Shell Ltd. The study used a case study method of investigative research. Data was collected using structured questionnaire containing both closed and open-ended questions. The respondents were the senior management personnel in each department. Data collected from the feedback of the questionnaires was compiled and tabulated to make the analysis easier. The data collected was quantitative in nature and was analyzed using the content analysis techniques. The study concluded that the community is appreciative of the corporate social responsibility of the Kenya shell company since it addresses the sensitive issues in the community like environmental risks, the academic concerns demonstrated by boosting education level in Kenya. It also concluded that the company’s corporate social responsibility enhances the corporate image of the organization significantly