Abstract:
The study examined the promotion of customer loyalty through corporate
social responsibility with evidence from PBC Limited in Sefwi Wiawso in the
Western Region of Ghana. The objectives of the study were: to ascertain the
level of awareness of corporate social responsibility (CSR) among customers
of PCB Limited; to explore the challenges faced by PBC Limited in
implementing CSR at Seftwi Wiawso; and to examine the relationship
between CSR and customer loyalty among customers of PBC Limited
Employing the quantitative research approach, descriptive research design,
Yamane’s (1973) formula, and random sampling design; 280 completed and
valid questionnaire were obtained from farmers, who were customers of PBC
Limited. The questionnaire was self-administered. IBM SPSS Statistics for
windows, version 23 was the software used to analyse the data. The study
found that customers were aware of the CSRs carried out by PBC Limited.
Also, the study established that there were several challenges hindering the
successful implementation of CSR programmes among beneficiaries. Standard
multiple regression analysis showed a positive relationship between CSR and
customer loyalty among farmers. The study concluded that customers of PBC
Limited were willing to do business with PBC Limited because of their
engagement in CSR. The study recommends that management should consider
addressing the numerous challenges encountered during the implementation of
CSR programmes to their beneficiaries.
