CSR Practices

1.5 Research Questions

In order to explore the role of CSR practices on brand loyalty at Vodacom Tanzania, the researcher has put forward some research questions which will be answered in this study.

1.5.1 General question

What are roles of CSR practices/activities on brand loyalty at Vodacom Tanzania?

1.5.2 Specific questions

In order to carry on the study, the researcher put forth specific questions to be answered in this study as follows;

i. What are the CSR practices or activities carried out by Vodacom Company Tanzania?

ii. Which attribute among customer satisfaction, corporate trust and brand image that ought to be taken into account by Vodacom when measuring their brand loyalty from implementing corporate social responsibility programmes?

What relationship exists between corporate social responsibility and brand loyalty to Vodacom company?

1.6 Scope of the study

The research study titled “The role of CSR on brand loyalty at Vodacom Tanzania”, will be conducted at Vodacom Tanzania headquarter in Dar es Salaam. The reason for selecting Vodacom Tanzania headquarters is because most of CSR practices are initiated from headquarter and furthermore, CSR reports from zonal offices are compiled at headquarter office. Therefore, it will be convenient for the researcher to access reliable, accurate and relevant data concerning CSR practices and its role on brand loyalty.

1.7 Significance of the study

The study intends to reveal the most customer-preferred CSR practices/activities in mobile telecommunication sector and finding the impact or role of CSR practices/activities to brand loyalty, Vodacom Tanzania selected as case studies.

These findings will form a basis for informing policy makers, telecom companies and other stakeholders and influence creation of policies and guidelines on how to implement and improve CSR for the sake of building brand loyalty to the

CSR also recognized as corporate responsibility, corporate conscience, corporate citizenship, sustainable responsible business or corporate social performance is a form of corporate self-regulation integrated into a business model (Seyi and Babatunde, 2013).In Sambala (2015) words, CSR is demarcated by various groups basing on their own field perspective so as to encounter their objectives. For public relations (PR) people, CSR is frequently considered as reputation protection; for accountants, it is concerned with supply-chain auditing; for non-governmental organizations (NGOs), it stands on safeguarding of humanitarianism and/or resources; for governments, it lays on partaking the encumbrance of sustaining (Tim Kitchin,