Students of University of Nairobi Perception Towards Corporate Social Responsibility of Safaricom

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.