Perceptions of corporate social responsibility and its influence on customer behaviour in White City, Saldanha
| dc.contributor.advisor | Mkhize, Mbekezeli Comfort | en_ZA |
| dc.contributor.advisor | Khoza, Lindiwe Mhaka | en_ZA |
| dc.contributor.author | Nkwanyana, Nqobizizwe Agostina | en_ZA |
| dc.contributor.other | Stellenbosch University. Faculty of Military Sciences. School for Defence Organisation and Resource Management. | en_ZA |
| dc.date.accessioned | 2020-10-28T09:38:07Z | |
| dc.date.accessioned | 2021-01-31T19:35:58Z | |
| dc.date.available | 2020-10-28T09:38:07Z | |
| dc.date.available | 2021-01-31T19:35:58Z | |
| dc.date.issued | 2020-12 | |
| dc.description | Thesis (MMil)--Stellenbosch University, 2020. | en_ZA |
| dc.description.abstract | ENGLISH ABSTRACT: Numerous studies have been conducted on corporate social responsibility (CSR) and customers’ responses to businesses’ CSR activities around the globe. Currently, such studies are increasingly being refined in order to identify customers’ perceptions of CSR activities, and how these perceptions can be influenced. Most of these studies have focused on high-income communities in Western countries. However, the ability to generalise the results and apply the recommendations to low- to medium-income communities within developing countries remains questionable. Theory and empirical research have shown that the most immediate predecessors of CSR engagement are positive media publicity, reputation, and tax savings from businesses’ perspective. Although the literature indicates that there are benefits of engaging in CSR activities, several challenges also exist, namely high costs demands, lack of broad support by society, and lack of social skills. Against this backdrop, this study aimed, as its primary objective, to examine the effects that CSR activities have on customers’ buying behaviour in White City, Saldanha. It is hypothesised in this study that there is a functional dependency between CSR and customer behaviour. To understand and explain the effects of CSR activities on customer behaviour, the study employed four theories, namely the stakeholder theory, legitimacy theory, contractarian theory, and agency theory. The study employed a quantitative research design as its research approach. The sample comprised 311 participants from White City recruited through random sampling. These participants were all employed, receiving income within low- to medium-income brackets, and were all residents of White City. The instrument that was used to collect data was a closed-ended questionnaire developed by the researcher. Reliability and dimensionality analysis were conducted by means of the Statistical Package for the Social Sciences (version 25). The instrument was found to be reliable based on the acceptable Cronbach’s alpha percentages, as posited by Nunnally (1978) and Pallant (2011). Confirmatory factor analysis was conducted for both the independent variable (CSR activities) and the dependent variable (customer behaviour). The results of the study indicated that White City customers indeed consider a business’ CSR activities when making a buying decision and perceive CSR activities as good practices conducted by businesses. They were, however, neutral about their buying behaviour being dependent on CSR activities. The results of this study provide important insights for managers of businesses that operate in communities with low- to medium-income earners on how to embark on and benefit from CSR activities. The nine-phase CSR model was developed to enable CSR activities’ benefits for both businesses and customers in the future. The study recommends that businesses in low- to medium-income areas should engage in CSR for future sustainable growth and should also consider price fairness. Due to the fact that the study was conducted in a specific setting (White City, Saldanha), the results cannot be generalised to other areas. Future research could include other municipalities in the Western Cape province or other provinces in South Africa. | en_ZA |
| dc.description.abstract | AFRIKAANSE OPSOMMING: Talle studies is al wêreldwyd onderneem rakende korporatiewe maatskaplike verantwoordelikheid (KMV) en kliënte se reaksies op ondernemings se KMV-aktiwiteite. Tans word sulke studies toenemend verfyn om die persepsies van kliënte ten opsigte van KMV-aktiwiteite te identifiseer, en hoe hierdie persepsies beïnvloed kan word. Die meeste van hierdie studies het gefokus op hoë-inkomste-gemeenskappe in Westerse lande. Die vermoë om die resultate te veralgemeen en die aanbevelings toe te pas op lae- tot medium-inkomste-gemeenskappe in ontwikkelende lande is egter te betwyfel. Teorie en empiriese navorsing het getoon dat die mees onmiddellike voorgangers van KMV-betrokkenheid positiewe mediapublisiteit, reputasie, en belastingbesparing volgens ondernemings se perspektief is. Alhoewel die literatuur aandui dat daar voordele verbonde is aan deelname aan KMV-aktiwiteite, bestaan daar ook verskeie uitdagings, naamlik hoë koste-vereistes, ’n gebrek aan ondersteuning deur die samelewing, en ’n gebrek aan sosiale vaardighede. Teen hierdie agtergrond is hierdie studie daarop gemik, en is dit sy primêre doelwit, om die gevolge van KMV-aktiwiteite op die koopgedrag van kliënte in White City, Saldanha, te ondersoek. In hierdie studie word dit veronderstel dat daar ’n funksionele afhanklikheid bestaan tussen KMV en kliëntegedrag. Om die gevolge van KMV-aktiwiteite op die gedrag van klante te verstaan en te verduidelik, het die studie vier teorieë gebruik, naamlik belanghebbendes-, legitimiteit-, kontrakteur-, en agentskapsteorie. Die studie het ’n kwantitatiewe navorsingsontwerp as navorsingsbenadering gebruik. Die steekproef het bestaan uit 311 White City-deelnemers wat deur ewekansige steekproewe gewerf is. Hierdie deelnemers was almal in diens, met ’n lae tot medium inkomste, en was inwoners van White City. Die instrument wat gebruik is om data te versamel, was ’n geslote-einde-vraelys wat deur die navorser ontwikkel is. Betroubaarheids- en dimensionaliteitsontleding is met behulp van die Statistical Package for the Social Sciences (weergawe 25) onderneem. Daar is gevind dat die instrument betroubaar is op grond van aanvaarbare Cronbach se alpha persentasies, soos vasgestel deur Nunnally (1978) en Pallant (2011). Bevestigende faktoranalise is uitgevoer vir beide die onafhanklike veranderlike (KMV-aktiwiteite) en die afhanklike veranderlike (kliëntegedrag). Die resultate van die studie het aangedui dat kliënte van White City ’n onderneming se KMV-aktiwiteite oorweeg wanneer hulle ’n koopbesluit neem, en KMV-aktiwiteite beskou as goeie praktyk deur ondernemings. Hulle was egter neutraal dat hul koopgedrag afhanklik was van KMV-aktiwiteite. Die resultate van hierdie studie bied belangrike insigte vir bestuurders van ondernemings wat in lae- tot medium-inkomste-gemeenskappe handel dryf oor hoe om KMV-aktiwiteite te begin en voordeel daaruit te trek. Die nege-fase-KMV-model is ontwikkel om voordele van KMV-aktiwiteite in die toekoms vir beide besighede en kliënte moontlik te maak. Die studie beveel aan dat ondernemings in gebiede met ’n lae tot medium inkomste moet deelneem aan KMV vir toekomstige volhoubare groei en ook prysbillikheid moet oorweeg. Aangesien die studie in ’n spesifieke omgewing (White City, Saldanha) uitgevoer is, kan die resultate nie veralgemeen word na ander gebiede nie. Toekomstige navorsing kan uitgebrei word na ander munisipaliteite in die Wes-Kaap-provinsie of na ander provinsies in Suid-Afrika. | af_ZA |
| dc.description.version | Masters | en_ZA |
| dc.format.extent | xiv, 153 pages | en_ZA |
| dc.identifier.uri | http://hdl.handle.net/10019.1/109115 | |
| dc.language.iso | en_ZA | en_ZA |
| dc.publisher | Stellenbosch : Stellenbosch University | en_ZA |
| dc.rights.holder | Stellenbosch University | en_ZA |
| dc.subject | CSR (Corporate social responsibility) -- South Africa -- Saldanha | en_ZA |
| dc.subject | Social responsibility of business | en_ZA |
| dc.subject | Consumers -- Attitudes | en_ZA |
| dc.subject | Customer behaviour | en_ZA |
| dc.subject | Income --Africa, Southern | en_ZA |
| dc.subject | Qualitative research -- Africa, Southern | en_ZA |
| dc.subject | Corporate social responsibility -- Analysis | en_ZA |
| dc.subject | UCTD | en_ZA |
| dc.title | Perceptions of corporate social responsibility and its influence on customer behaviour in White City, Saldanha | en_ZA |
| dc.type | Thesis | en_ZA |