Corporate Social Responsibility Practices and Customer Retention at Airtel Uganda
| dc.contributor.author | Kizza, James | |
| dc.contributor.author | Bogere, Joseph Alfred | |
| dc.contributor.author | Mubiru, Pontious | |
| dc.contributor.author | Mirembe, Nakku Maria Elizabeth | |
| dc.contributor.author | Ssendagire, Dorothy | |
| dc.date.accessioned | 2025-04-17T12:08:57Z | |
| dc.date.available | 2025-04-17T12:08:57Z | |
| dc.date.issued | 2025 | |
| dc.description.abstract | Purpose: This study investigated the relationship between social, economic, ethical, and legal corporate social responsibility practices and customer retention among Airtel Uganda Limited mobile subscribers. Methodology: A descriptive research design was used following a quantitative approach. Data was collected from 336 randomly selected Airtel mobile subscribers from Wakiso district using a self-administered questionnaire. The data was analysed with the help of SPSSv24. The Cronbach’s alpha statistic was tested to establish the reliability of the study instrument and a value above 0.70- threshold was obtained on all constructs. Ethical principles were observed during the process of data collection and reporting. Findings: The study findings revealed the existence of a moderate positive significant relationship between social, economic, ethical, and legal practices and customer retention (r = .513; r = .553; r = .558; r = .573; p<.01) respectively. Collectively, the predictor variables explain 42.9% of the variation in customer retention at Airtel Uganda. Conclusion: It is concluded that corporate social responsibility practices are instrumental to customer retention at Airtel Uganda. Recommendations: It is recommended that Airtel Uganda strengthen its corporate social responsibility activities and ethical practices. There is also a need to strengthen the customer relationship management desk and the business development section to ensure continuous provision of value for money. Contribution: This study contributes to the understanding of how corporate social responsibilities that are an expense to a profit-oriented enterprise can be translated to generate more profits for the enterprise in the form of customer retention, especially in the telecommunications sector. | |
| dc.identifier.citation | Kizza, J., Bogere, J. A., Mubiru, P., Nakku, M. E. M. & Ssendagire, D. (2025). Corporate Social Responsibility Practices and Customer Retention at Airtel Uganda. East African Journal of Business and Economics, 8(1), 208-224. https://doi.org/10.37284/eajbe.8.1.2772. | |
| dc.identifier.uri | https://doi.org/10.37284/eajbe.8.1.2772 | |
| dc.identifier.uri | https://nru.uncst.go.ug/handle/123456789/10902 | |
| dc.language.iso | en | |
| dc.publisher | East African Journal of Business and Economics | |
| dc.title | Corporate Social Responsibility Practices and Customer Retention at Airtel Uganda | |
| dc.type | Article |