An assessment of the impact of corporate social responsibility on customer perception of the firm; a case study of Global Papers
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As globalization surges on, while technology continues to shift the foundation of economic reality at local, national and international levels, ushering-in new systems to all firms and blurring traditional distinction among social institutions. Most studies on customer perception of corporate social responsibility have been undertaken in Europe and Asia with very few conducted in an African context.Therefore it was of interest and critical to examine the notion of CSR and customer perception in the context of a Zimbabwean company. The respondents used in this study were Global Papers customer and a sample size of 212 corporate customers was used. Descriptive research design was used as it is a pre-cursor to more quantitatively research design. Exploratory research design was incorporated to gather relevant data needed. The findings of this paper indicated that consumers are not satisfied with the way in which Global Papers is undertaking it CSR initiatives. Consumers highlighted that the firm is not communicating its activities and it is not catering all stakeholders among other reason indicated in this research paper. The researcher also concluded that price and quality of products still play a critical role of contributing to customer perception of the firm and retention. However research findings highlight that the firm should communicate and invest more in its CSR activities.
- Department of Marketing